The move by major marketers like AT&T, Verizon, Johnson & Johnson and GlaxoSmithKline to halt spending on YouTube due to ads running next to unsafe content is pushing media agencies to pressure Google to create a safer environment for advertisers.
The biggest concern is over Google’s self-policing process and at least several agencies are reviewing how they are working with Google moving forward.
“Brand safety is a critical factor across all channels that we manage for our clients. Our immediate priority has been to work with Google to address our concerns and hold the organization accountable for any questionable activity,” a Horizon Media spokeswoman said.
Horizon is in the process of working with Google and its YouTube third-party data partners to conduct a brand safety audit against its Google Direct YouTube buys across all clients.
See more at Ad Age.