Google advertises access risks; Adverts may go back to small and medium size new media agencies says Media Man - Online media shake up

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The advertising walls are closing in on Google now the world's largest advertising groups are reassessing their relationship with the online giant following more revelations that adverts are still appearing next to inappropriate content on YouTube.

Havas and GroupM have warned the business, which is tipped to control 40% of the online ad market that stronger safeguards are needed to protect their clients. While ad misplacement is not a new issue, it has never been as top of mind for marketers and more importantly chief executives as it is now that many are questioning whether they have over-invested in digital.

This debate, which Google and Facebook sit at the centre of, has been an ongoing situation that came to prominence in 2017.

It began with fighting talk from agency bosses and trade bodies at an industry conference, urging Google to use the money it’s making “hand over fist” from ads that appear next to inappropriate content to come up with a solution.

But that talk promptly turned to action following a further revelation in The Times that Google had been summoned before the government to explain why ads for the government had been running alongside inappropriate video content - including terrorist propaganda. Consequently, the government alongside The Guardian, Channel 4, L’Oréal, all of whom had also had their ads misplaced, unanimously announced this morning (17 March) that they would cancel all advertising on Google and YouTube until further notice.

Hours later, Havas Group UK said that it had paused all budgets going through YouTube and Google Display Network until it is confident the necessary standards are in place.

Advertises across the globe are taking a close look at the situation advises the Media Man agency, which has its head office in Sydney, Australia.

A Media Man spokesman said 'This mini scandal concerning Google may be welcome news for small to media size agencies like ourselves. Bigger is not always better, as these recent developments are Google have shown. We are big fans of Google but no company is perfect, and clearly this advertising controversy needs to be cleared up sooner rather than later".

News Corp chief Rupert Murdoch has a famous quote that seems fitting; "Big will not beat small any more, it will be the fast beating the slow".