Chase Had Ads on 400,000 Sites. Then on Just 5,000. Same Results – The New York Times (Mar 30, 2017)

This is a great illustration of the broader fallout from the recent YouTube / Google backlash from advertisers: in this case, JP Morgan is dramatically narrowing the number and range of sites on which it will advertise, and it’s about to do the same thing with YouTube as well. In both cases, it’s taking that action itself to whitelist sites and channels rather than relying on any Google tools to do so. In other words, even if Google doesn’t choose to solve the problem by limiting ads to a smaller number of sites or YouTube channels, advertisers may go ahead and do so anyway. That’s going to be bad for the long tail of creators and sites, who may see both overall ad volumes and prices drop significantly. This isn’t nearly over, and even if Google and YouTube address some advertiser concerns, I suspect we’ll see ongoing fallout and a narrowing of where big brands advertise going forward. See also this post from music video service Vevo, which is making a pitch that its YouTube channel and videos are a safe space within the platform.

via New York Times

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• Alphabet
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• Advertising
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• Advertising Sustainability

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