The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Google Youtube Media

YouTube crisis is not new, says GroupM Malaysia CEO

Author

By Benjamin Cher, Reporter

March 22, 2017 | 2 min read

The current crisis gripping Google and YouTube advertising is not new, according to Girish Menon, chief executive, GroupM Malaysia.

Video tablet

The YouTube crisis isn't new says GroupM Malaysia ceo

In a LinkedIn post earlier this week, Menon stressed that curation of YouTube content has not been up to mark for GroupM clients.

“The current YouTube crisis is not a new situation, as we have known and discussed with Google before that the process Youtube follows for curating content is not up to par with GroupM clients industry standards on brand safety,” Menon said.

While he does not believe in pulling ad spend out of the search giant completely, Menon believes that the following should be done:

1 ) Allow the opening of all platforms to third-party ad verification technology for ad fraud and brand safety.

2) Create and enforce more robust rules and guidelines for content categorization and curation.

3) De-monetise all content that cannot be guaranteed as brand safe, especially new content.

Google has already taken steps that mimic the above suggestions, with third-party verification available for YouTube ads, as well as a new set of tools and policies in the wake of the UK government and the Guardian pulling ad spend.

Google Youtube Media

More from Google

View all

Trending

Industry insights

View all
Add your own content +