This is an excerpt from his commentary – full article available via link below.
One of oldest and most venerable newspapers in the world, ran a story titled “Big brands fund terror.” It dedicated an additional four-page spread to the subject of brands’ advertising funding inappropriate and illegal activities on YouTube. Brands were named.
Any social network that allows users to upload uncurated social content has limited control of what appears on its platform.
While most clients are carefully considering dipping their toe back into the water using enhanced tools to keep their brands safer, some clients will simply reason that even the smallest risk is not worth taking, and they will seek audience reach in safer places.
The next question is how safe are brands on uncurated networks now that we have tighter controls in place? The answer is certainly “safer than before.” But, however close we get to “totally safe,” there will always be the smallest chance of an impression squeezing past the enhanced controls we have in place and appearing with or near inappropriate content. This is the innate nature of social platforms.
We have to balance that risk with the reward of using a cost-efficient reach platform like YouTube or Facebook and take careful action based on our conclusion.