Google is one of the world’s mega tech giants, and Alphabet Conglomerate’s biggest money maker. It is the most used search engine on the planet, and YouTube is the most viewed medium, other than television. We all enjoy using Google’s features for free, and the make so much money, that the are ever expanding and developing new things for us. But what ultimately pays the bills for all this is the ridiculous amount of advertising money Google gets. YouTube is the biggest ad driver of them all. However, major advertisers and companies are pulling ads from YouTube. They don’t want their brands associate with the awful and offensive content normally gets. So now Google, YouTube, and the YouTube creators that make a living on YouTube are scrambling around to find an answer.
Why is this so relevant? Because, is there something else you do more in a day than use Google search or one of its features? Weather you like it or not Google is apart of every human’s everyday life. I use Google Chrome, Search, Cloud, Gmail, and I spend more time on Youtube than T.V. I bet you do something similar, don’t lie. We enjoy these things for free, because of ad revenue. So unless you want to pay a subscription fee to use all this, don’t complain so much about the ads.
Now; Why can’t Google fix this more easily? It’s because they use an automated system based on the amount of money an advertiser pays. The more you pay, the more Google makes sure your ad gets seen by more people. The automation does not account for what type of video your ad gets placed on. Again, it’s based on the amount you pay Youtube and Google to get your ads shown. So if a company like Pepsi runs Youtube ads, and pays enormous amounts of money, the ad will be placed on as many videos as possible. No matter what the content of the video is.
Google plans to use artificial intelligence and machine learning to alleviate this problem, but that won’t be in place for sometime. Other ways Google can address this issue, one is hiring people to search identify and remove offensive content. That can backfire, due to the individual’s judgement, and can cause creator to stop adding content. Another way is updating its policy and algorithm to remove offensive content. That again will anger creators and they may stop using Youtube. A third way is relying on people to report offensive content, but your either looking for it or not. So that won’t work either.
The last alternative is a tricky one, that Google will probably never go for. You let creators decide what ads are played on their videos. How would that work? The creators of a popular Youtube channel would get ad money to put ads in the creator’s video. The creator control who gets the ad space. Then Google would have to charge creator for uploading videos with ads. As a result of that they would promote channels that pay more, to get more views. Now that would hurt many creator who are regular people just contributing to Youtube. Also how it works out financially, who knows.
Personally I think advertisers are over reacting. If someone puts a offensive video and an ad plays on that video, most people don’t make an association. Let’s say a video of a guy spewing racist remarks is on youtube, and a Pepsi ad plays on it, I think most people won’t care. Also if that racist video only gets a couple hundred views. Than its really a non problem, because not a huge audience is seeing it. Even if an offensive video gets millions of views, there not good views. Then an advertiser should say “don’t play my ad on this specific video”.
This problem really hurts Google, who has become an admirable company to many people. From its services, and the cool offices and employee perks. Google has a great reputation, and this is something they now have to suffer. However; there has always been offensive and horrible content on YouTube. Why are advertisers all of a sudden caring about it so much?