Google is hard at work on the development of artificial intelligence- and machine learning-powered tools that will increase its ability to review questionable content for advertising.
As part of its push to better review ad placements, the tech titan will hire “significant numbers of people” and offer an “escalation path,” making it easier for advertisers to complain, enabling the resolution of such cases to no more than a few hours.
The changes are in response to a number of European companies pulling their advertising from YouTube after ads they had paid for appeared next to controversial content.
“We know advertisers don’t want their ads next to content that doesn’t align with their values. So starting today, we’re taking a tougher stance on hateful, offensive and derogatory content,” Google chief business officer Philipp Schindler said in a blog post.
“This includes removing ads more effectively from content that is attacking or harassing people based on their race, religion, gender or similar categories. This change will enable us to take action, where appropriate, on a larger set of ads and sites.”
Schindler said Google is implementing changes in three main areas: ad policies, enforcement of these policies and new controls for advertisers. The changes are part of Google’s “extensive review” of its advertising policies and tools.
Google is increasing safeguards to make sure ads are placed only with legitimate creators in its YouTube Partner Program and is also “taking a hard look at our existing community guidelines to determine what content is allowed on the platform—not just what content can be monetized.”
When it comes to increased brand safety levels and controls for advertisers, changes are happening in three key areas:
- The default settings for ads will be updated to ensure content meets a higher level of brand safety, excluding potentially offensive content. Brands can opt in to advertise on broader types of content if they choose.
- New account-level controls will make it easier for advertisers to exclude specific sites and channels from all of their AdWords for Video and Google Display Network campaigns.
- Another set of new controls will make it easier for brands to exclude higher risk content and fine-tune where they want their ads to appear.
Google will also offer advertisers “more transparency and visibility on where their ads are running, and in the coming months we’ll expand availability of video-level reporting to all advertisers,” Schindler said.
“We believe the combination of these new policies and controls will significantly strengthen our ability to help advertisers reach audiences at scale, while respecting their values,” he added. “We will continue to act swiftly to put these new policies and processes in place across our ad network and YouTube.”