Advertisers Expect Tech Companies To Improve Their Content If They Don’t Want To Lose Billions
However, these companies have not been afraid of pull money out of these firms after the exposure of controversial content that these platforms hosted.
Advertisers Increase Their Pressure On Tech Companies
In general, YouTube and Facebook have several times shown and allowed terrorist videos or targeted comments from paedophiles to expand in their networks. This is something that advertisers do not accept and that want to have it solved.
However, these advertisers know that it is also difficult for them to stop publishing campaigns due to these reasons. The number of users on these platforms is very important for these firms.
Nonetheless, there is an advertising group that represents almost a trillion dollars worth of purchasing power per year, that is now re-formulating its plans in order for tech companies to clean their platforms from illicit content.
According to CNBC, the World Federation of Advertisers (WFA), that works with companies such as PepsiCo, P&G and Diageo, decided to put pressure on platforms by preventing them from allowing malicious content to expand.
Raja Rajamannar, the CMO of Mastercard and president of the WFA, mentioned that tech firms cannot ignore the preferences of the advertisers. He is talking about issues such as the New Zealand shooting that was live-streamed on Facebook and also passed around Facebook and YouTube.
Rajamannar commented on these issues:
“There are these big social media giants who have got a humongous reach, they’ve got a humongous ability to precisely target the right kind of an audience, which you cannot ignore. You cannot walk away from that scale just like that.”
Tech companies claim that they are hiring more employees to deal with these issues and reduce the illicit content on their sites. The Association of National Advertisers Media Conference in Orlando, Procter & Gamble Chief Brand Officer Marc Pritchard mentioned that their firm wants to place funds in platforms that control the content that is displayed and the comments that people make.
Although Rajamannar agrees with Pritchard, he believes that this is not something easy to achieve. The WFA is currently calling platforms to better manage harmful content that appears and they display to millions of other individuals around the world.