Ad targeting update from YouTube could affect contextual targeting and financially impact creators

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 21, 2020, 11:33 AM UTC

YouTube is working with several tech vendors like Ad Science and Double Verify to let advertisers proactively block “unsuitable” videos.

YouTube had recently announced some brand suitability updates to ease the process of blocking risky videos for advertisers. However, these updates could target ads without content relevancy, thus impacting content creators financially.

Advertisers can use YouTube’s updated brand suitability and contextual targeting tools to classify content and control ad placements. But some of those tools from companies, like Ad Science, target ads at channel-level, rather than video-level, wherein suitable content is blocked inadvertently.

Other ad tech vendors like Zefr are providing granular controls, allowing advertisers to target ads based on videos. The author states that with “demonetisation” already a problem for creators, many rely on ad revenues generated from videos for consistent income.

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