Google / YouTube and brand safety: What’s next?

At the ripe old age of 20, Google is synonymous with internet search. The famous Silicon Valley brand long ago became a verb.

Google Chrome remains the most popular web browser, leading on most mobile and desktop devices with more than 60 percent share across both platforms. It’s four times more popular than rival browsers.

In the U.S. alone, Google raked in about $34 billion in ad dollars tied to its dominant internet search business, per eMarketer.

With all its success and R&D spent to improve its search capabilities, it is surprising what a poor job Google and its core video offering, YouTube, do in two key areas of top importance to advertisers around the globe: search personalization and brand safety.

Just this week, YouTube once again became a shining example of what advertisers are desperately trying to fix: avoiding ad placements next to brand-inappropriate or dangerous content.

Google’s brand safety assurance is not fully baked ye… Read More

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