Recent headlines and tweetstorms about Google ads (especially Display Network and YouTube ads) appearing alongside potentially offensive domains or videos have prompted a growing number of globally recognized brands to pull their entire Google advertising budget . Take Pepsi, the Last Domino to Fall, for example; they "just removed all ads from Google and YouTube." While this creates the illusion that these brands are doing “the right thing,” it is little more than an ill-informed and benevolent press stunt.
Here's some potentially shocking information: Google is a search engine, a smart advertising company, and a bastion of innovation. It is not a moral compass. As such, there are websites on the Google Display Network and videos on YouTube that may very well offend or upset some people. It makes sense for Google to serve as wide a network cell phone number list as possible: a wider network of websites running AdSense and videos reserved or interrupted by ads means more revenue. Inevitably, this net will pick up driftwood, trash, and the occasional body part.
However, since advertisers pay for clicks or impressions and Google cares that its customers continue to pump billions a year into advertising, it's up to Google to give advertisers some control over where where their ads are shown. In fact, these controls have been around for quite some time; you just need to know where to find them. By simply dropping all of their Google ad spend in principle, these brands are going to lose valuable advertising opportunities that for the most part would have had a limited affiliation with any type of offensive content. Turning “limited” into “zero” is all about understanding the exclusion placements and content exclusions.