Earlier this year, marketers started getting worried as their Google ads started appearing next to unsavoury or illegal content posted by terrorists, white supremacists and pornographers.
Google moved in quickly to allay such fears but not everyone is convinced. The search engine has restricted where ads appear so they are only served if a creator or channel has more than 10,000 views. It has also hired people to help monitor the site for content that advertisers might not want to appear next to and introduced new rules so content is more likely to appear in genres and channels that are brand safe. It has also promised third-party verification.
Though some like RBS and McDonald's have returned, many including Toyoto, Aviva, Marks & Spencer, Tesco as well as Pepsi chose to stay away till they get evidence that the measures taken by Google are having a positive impact.