As the debate around brand safety matures, advertisers fall into one of two camps: those that think Google has taken positive steps to tackle the issue over the past 12 months and others who believe Google won’t exert more control over controversial content for fear of losing money. Advertisers publicly welcomed the latest overhaul but have lingering questions.
How detailed will YouTube’s brand-safety reporting be?
YouTube has promised to provide regular transparency reports on brand safety. Advertisers and agencies wonder how granular those insights will be. Dan Larden, global strategic partnerships director at Infectious Media, said the agency is booking campaigns directly with content creators due to its brand-safety concerns on YouTube. “But this comes at a higher price and gives us less reach,” he said.