How Brands Demanding Safety Could Curtail YouTube Ad Sales
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Advertiser angst — and an eagerly vigilant European media — will put a squeeze on YouTube’s ad sales potential over the coming months, according to a prominent analyst.
Brian Wieser of Pivotal Research Group said that concerns over brand safety on YouTube, where ads were recently seen running alongside terrorist-inspired videos, would have a chilling effect on the site’s revenue.
“Alphabet’s Google is facing a serious issue in the U.K. with brand safety issues, which has global repercussions,” Mr. Wieser wrote in an investor note on Monday. “Although spending by advertisers who have announced their intention to suspend spending on YouTube and other Google properties is relatively small so far, we think that awareness of the incident will marginally curtail global growth this year versus prior expectations.”
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