Google made headlines at the start of the Cannes Lions Advertising festival this week by announcing new measures to crack down on offensive and extremist content on the platform. And brand safety is an issue that's top of mind for chief marketing officers meeting with various platforms over the course of the week-long gathering, as they decide where to move their ad dollars.
The world's second largest advertiser, Unilever, stuck by Google through some of its fellow advertisers' boycotts. Now CMO Keith Weed tells us he's pleased with Google's changes: "I'm assured by the industry and what Google did," Weed says, noting that brand safety issues are not unique to Google. "You can buy a billboard next to a building where you don't want to see it...I think each step is getting better and better...It's all about suitability."
At Cannes, Google's YouTube is now shining a spotlight on its investment in content that's designed to be suitable for advertisers: professionally generated videos featuring big stars from the platform as well as elsewhere in traditional media.