YouTube is to use third-party companies to ensure that brand adverts do not appear next to what it calls “objectionable” content. The move comes after a mass exodus of high-profile brands from the video site, after some brand adverts were found to be funding extremist organisations. Google, YouTube's parent company, said that it would “be working with trusted vendors to provide third-party brand safety reporting”. The new approach from Google will mean that independent companies will now review certain content, and examine how ads are being published. Google has also said that it will be employing a “significant number of people” itself to work towards the same goal, in order to give brands more control over where their ads are posted.
