Shareen Pathak And Jack Marshall, Digiday:
As a number of major brands, including Disney, Nestle, McDonald’s, AT&T and Epic Games, are pulling their ads from YouTube due to its latest brand-safety “crisis,” media buyers are largely reacting with a collective shrug.
In a poll conducted by Digiday Research on Thursday, Feb. 21, only 14 percent of 100 buyers said they expect the crisis to have any impact on long-term spending on the platform. Nearly a third of buyers said they expect any cutbacks they make to be temporary. Meanwhile, 37 percent of respondents said the crisis would not impact their advertising plans for the platform.
But for agency buyers, gathered in Nashville this week for the Digiday Media Buying Summit, this is just the latest in a long line of supposed brand-safety crises that won’t really amount to much other than a temporary pause. “It’ll never happen [that this hurts anyone]. YouTube is such a brand-unsafe environment. But it works. They give you the views, they give you the conversions,” said one C-level exec at a major agency.
This will remain a problem as long as advertising is served programmatically on under-moderated monopolistic platforms, or as long as ad buyers don’t take it seriously.