On Friday, Havas a global advertising company announced it was pulling every one of its ads off YouTube in the United Kingdom.
The announcement came following the release of a report that revealed spots from big-name Havas clients including Prince’s Trust charity were appearing next to videos from David Duke the white supremacist and Steve Anderson a pastor who is a gay basher.
Shortly after, a statement was released by the Association of National Advertisers demanding tech firms allow them to perform an independent audit of data they provide to advertisers.
The association wants companies such as Amazon, Instagram, Twitter, Pinterest and LinkedIn to break down the walls around their apps so advertisers are able to better understand where the ads they are paying for are being seen.
Silicon Valley big players are expected to increase their part of the ad pie almost 16% to over $83 million during 2017, which makes these problems all that much more important.
That is larger than what currently is being spent on television, which is $70 billion and operates using standards that are much stricter.
Advertisers are attempting to put their fingers on the complex networks that tech companies use in distributing their ad spots.
Attempting that can become very confusing as just a single digital ad stream is able to be broken into five different pieces and some tech companies may define each piece as looked at by five people instead of on viewer watching five ads during one piece of content.
Havas, whose advertising clients across the UK includes the Royal Mail, which is the British government’s and BBC TV, Hyundai and Domino’s Pizza, said it would take into consideration a ban worldwide on the YouTube platform following an admission by Google that it could not guarantee ads would not be displayed next to content it called unpalatable.
Ronan Harris, the head of YouTube for the UK said through a statement that will millions of sites in its network and 400 hours of video being uploaded each minute to YouTube we are aware that we do not always make it right and pledged that more would be done.
Rob Norman, the CDO with Group M, the world’s largest advertiser, used the opportunity to criticize the most powerful ad platform in the world, saying Google needs to admit publicly that a flaw exists in their technology.