A year after he stood on a stage at Advertising Week Europe to offer an apology for brands appearing alongside inappropriate YouTube content, Matt Brittin, Google president EMEA, was back, along with Sridhar Ramaswamy, SVP ads and commerce, to update people on the actions it has taken in the interim.
“At Google, we’ve a huge stake in the success of advertising and the digital ecosystem,” Brittin said.
Advertising has to work for everyone involved, he added – consumers, publishers, advertisers, agencies – and it’s not a task that Google can deliver by itself.
Ramaswamy related how over the past year “we’ve spent a lot of time listening to the people in this industry, getting your feedback. You’ve told us what we’re not doing right, that we’ve made things too complicated in some areas. And we’ve reflected on what we can do better.
“We are going to actively engage with all our stakeholders, a lot more proactively, and we’re going to act with a sense of urgency and act aggressively to fix the problems we see.
“And we also resolved to communicate our commitment as well as the progress we’re making to all of you so we can iterate and make things better.”
As an example, he highlighted the removal of 3.2 billion ‘bad ads’ during the past year and the work being done by the Coalition for Better Ads.
“We’re creating the right incentives for the ads ecosystem to police itself. And we’ve removed a situation in which a few players, for short-term gain, poison the entire ads ecosystem and take away long-term gain for all of us. We think of this as a big, big step.
In addition to the various measures it has taken over the past 12 months, including this week’s Google News Initiative, Ramaswamy trailed several new developments, including around GDPR as well as consumers transferring data to a different service.
He also covered the imminent completion of Google Preferred manual verification in most markets, simpler advertising controls in YouTube and the progress being made in producing the same measurement metrics for YouTube and TV.
And soon it will also be possible for advertisers to buy inventory only from publishers using ads.txt. “We think this will lead to rising CPMs because advertisers have to pay for quality content but they know they’re getting great users that are consuming this quality content,” he said.
Sourced from WARC
Sourced from WARC