That Google lives from advertising is no secret, in fact, with the purchase of YouTube they found the great place to place ads. Although this is not the only strategy to make their services profitable, because the new 1080p Premium resolution will convince more than one user to switch to the payment method.
Today, the Financial Times reports a problem with advertisers. Thus, a setback arises for a Google whose main source of income is advertising. We tell you the details of the case.
Advertisers want their money back
It all started from a survey conducted by Adalyticsan ad analytics group on ads”True view“. What’s that? Well, the ones we can skip after five seconds.
Well, this company has located “hundreds of thousands of websites and apps” with these types of ads, which they shouldn’t be there, except the way they do it: background, no sound and loop. This way they would prevent the user from noticing these videos, but this violates Google’s terms.
The same Mountain View company informs its advertisers of the conditions for collecting: if the user watches the entire video or at least 30 seconds. If they don’t happen, the advertiser doesn’t have to pay anything at all.
So where is the problem? Well videos are supposed to True view they just reproduce”in flux“, that is to say before, during or after other videos on the platform. But the finding of Adalytics says the opposite, and that is that thousands of these advertisements were placed “out of flow“, hidden on websites where viewers do not interact.
This company created a list of persons concerned for this malpractice, with dozens of big brands. Joshua Lowcock, director of a New York advertising agency, enters the scene, assuring that it is a “systemic failure of Google and YouTube when it comes to complying with their policies”.
For this reason, other figures in the sector such as Giovanni Sollazzo, recommends that affected advertisers request a refund. If everything goes as the entities involved comment, Google would see how its image deteriorates, in quality and reliability.
For his part, he confirmed that they would take “appropriate measures”, in particular removing all advertisements from these sites. Additionally, they have already expanded their collaboration with a digital ad verification group. We’ll see how it all ends and if Google will ultimately have to return the money earned from these ads.
Through | FinancialTimes
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