Opportunism knocks: Marketers and media take on Google
Summary
Alongside the Google brouhaha, there’s been growing pressure on fellow platform giant Facebook; both have been targets of derision for permitting the distribution of fake news and walling off access to their data. ‘Google doesn’t have your back’ Agencies have long lived in terror of the screenshot arriving in the morning, with a client demanding to know how exactly their ads ended up on [fill in the blank with something obscene, offensive, or combination of terrible]. Once The Times of London — owned by Google enemy Rupert Murdoch, by the way — published an expose on YouTube ads, agencies were eager to come out in front as the brave gatekeepers of brand safety. The duopoly’s dominance has been a particular sore spot for publishers, which are left to fight over the digital ad scraps that don’t go to Facebook and Google, and which get scant revenue in exchange for the content they distribute to platforms generally. News Corp quickly circulated CEO Robert Thomson’s citing Times of London reports to obliquely criticize Google and Facebook.
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