Big advertiser threatens to pull ads from Google, Facebook about trash content



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Unilever, one of the world’s largest advertisers, threatens to cut down on the marketing with the help of tech giants such as Google and Facebook as the platforms “division,” fuel hateful views or not protecting children, The Financial Times reported.

The company is set to be the Silicon Valley companies in a spotlight during a keynote address Monday by Unilever chief marketing officer Keith Weed at the annual Interactive Advertising Bureau conference.

“As one of the largest advertisers in the world, we can’t have an environment where our consumers not to trust what they see online,” Weed is expected to tell the public, the paper reported. “We can’t continue to the bankruptcy of a digital supply chain — one delivers more than a quarter of our advertising to our customers — which is sometimes little better than a swamp in terms of transparency.”

The advertiser’s criticism follows, legislators, activists and former technical managers who criticize the Silicon Valley tech companies for their lack of transparency, the inability to scrub their platforms of extremist or illegal content and curbing the spread of the so-called “fake news.”

Ian Whittaker and Annick Maas, analysts at Liberum, told The Guardian that YouTube is owned by Google and Facebook are facing problems in convincing advertisers that their product provides a completely secure environment.”

She added: “Moreover, given the number of videos uploaded, there will always be an element of videos slipping through the net, that is likely to fuel further negative publicity. We see this problem way to go for the online platforms.”

“Obviously, advertisers are still wary of online quality and so are probably not on a shift of money aggressively from TV to online as these concerns mount.”

Weed is expected that the promise of “give priority to investments” in digital only platforms, which are acting responsibly and making a positive impact on society.”

“Unilever will not invest in platforms and environments that do not have the protection of our children, or to a share in the society, and the fostering of anger or hatred,” the chief marketing officer plans to say on Monday. “We will have priority to invest in corporate social responsibility platforms that are committed to creating a positive impact on society.”

Unilever is expected to warn of other advertisers in that the Google-Facebook duopoly on the task and avoid the erosion of trust online.

“Consumers don’t care about the authentication by a third party. They do care about fraudulent practices, fake news, and the Russians the influence of the U.S. elections. They don’t care about good value for advertisers. But they do care when they see that their brands will be placed next to ads, the financing of terror or the exploitation of children, the Weeds” is set to say.

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