Unilever consumer products maker, an advertising force with an annual marketing budget of $ 9.8 billion, sounds the alarm because not everything is perfect in today’s environments favored by Google and Facebook.
Unilever Marketing and Communications Manager, Keith Weed, spoke of the need for platforms to regain consumer confidence and provide a safer environment for advertisers at a conference at the annual meeting IAB leadership in California on Monday. He also threatened to act and stop advertising on the platforms unless making changes: “Unilever, as a trusted advertiser, does not want to not advertise on platforms that do not make a positive contribution to society. “
“We can not continue to support a digital supply chain – which provides more than a quarter of our advertising to our consumers – which is sometimes a little better than a swamp in terms of transparency, “he said. The Pritchard call a year ago for digital advertising platforms and ecosystem as a whole to “clean shit” and provide greater transparency and better measurement.
Facebook and Google dominate the digital advertising market and have been at the center of a steady cycle of controversy to provide havens for “toxic” content – fake news, extremist, racist, sexist and exploitative content – and to turn a blind eye when content creators who are influential on their platforms display objectionable content.
This concern about automated ad placements has been improving for many months. Over the past year, several brands have removed their ads from YouTube and the Google Display Network on monetized content types. In a survey conducted by the CMO Council (registration required) released last fall, 72% of brand managers responded that management was concerned about programmatic investments and performance.
A more recent CMO Council study (registration required) on the effects of digital advertising on consumer perceptions and purchase intentions shows that brands have real reasons to be concerned about the type of content of their advertisements. According to the survey of 2,000 consumers, 57% of consumers said they no longer trust brands that advertise unwanted content.
Unilever says it is working with IBM to use blockchain in a new pilot program to eliminate advertising fraud and improve transparency with digital ledger technology. Last week, the IAB released its first white paper on blockchain and its potential uses, starting with video advertising.