On Friday, the United Kingdom arm of the Havas agency, whose clients include the BBC and Royal Mail, said it would halt spending on YouTube and web display ads in Google's digital advertising network.
"Our position will remain until we are confident in the YouTube platform and Google Display Network's ability to deliver the standards we and our clients expect", said Mr Paul Frampton, chief executive officer and country manager for Havas Media Group UK.
Recently, we had a number of cases where brands' ads appeared on content that was not aligned with their values.
"For this, we deeply apologise. We're committed to doing better, and will make changes to our policies and brand controls for advertisers", it added. In response, Google last week pledged to more closely monitor advertisements that appear alongside YouTube videos, and give brands more control over where their ads appear.
Last week, for example, the United Kingdom government yanked its advertising from YouTube, over concerns that it have appeared alongside extremist and otherwise "inappropriate" content, after an investigation found that the likes of hate preachers were receiving £6 for every 1,000 views on a YouTube video, while Google is also lining its pockets. This means the tech giant will effectively start removing ads from content (or YouTube videos) that are attacking or harass individuals based on their culture, gender, caste and ethnicity among other categories. Google plans to hire "significant numbers of people" to review objectionable content, Schindler said, and will continue developing machine learning and artificial intelligence tools to expedite the process. In addition, we'll soon be able to resolve these cases in less than a few hours.
On a more practical level, Google also says that it will try to ensure that ads are only displayed against content created by those in the YouTube Partner Program. Industry executives say that although Google's ad standards are among the strictest, its recent troubles in the United Kingdom point to a persistent problem across the market.
Outcry was sparked by a Times of London investigation that showed YouTube channels promoting hate speech were earning tens of thousands of dollars for their extremist operators thanks to ads placed by Google. This has been a serious concern for the companies which ultimately led them to quitting advertising with Google on YouTube.
Finally, advertisers will be offered "more transparency and visibility on where their ads are running". Reached on Tuesday, Wieser said Google's changes don't go far enough, noting that more advertisers including Volkswagen and Toyota have joined the boycott. But he declined to say whether Google would actively look for extremist content, instead of waiting for users to flag it, according to The Guardian.