Marketers are likely to establish proper whitelist strategies themselves in the wake of the YouTube brand safety crisis. The new guidelines will be implemented on a case-by-case basis, and brands must submit their own whitelists by May 31. The Google-owned platform has since deleted hundreds of accounts and 150,000 videos. But marketers are unlikely to threaten to pull ad spending altogether and are instead likely to work with platforms to address the problems. YouTube will remain consistent with past behavior, proactively working to resolve the content problem, argued Todd Krizelman, CEO and founder of ad sales insights platform MediaRadar. Stéphane Bérubé, L'Oréal's CMO for Western Europe, said it was the responsibility of all advertisers to help find solutions to control environments where ads are served.
Marketers are likely to establish proper whitelist strategies themselves in the wake of the YouTube brand safety crisis. The new guidelines will be implemented on a case-by-case basis, and brands must submit their own whitelists by May 31. The Google-owned platform has since deleted hundreds of accounts and 150,000 videos. But marketers are unlikely to threaten to pull ad spending altogether and are instead likely to work with platforms to address the problems. Stéphane Bérubé, L'Oréal's CMO for Western Europe, said it was the responsibility of all advertisers to help find solutions to control environments where ads are served.