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These brands spend nearly $ 100 billion on ads. They want Facebook and Google to improve their game

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Companies like Procter & Gamble (PG), Kellogg (K), Adidas (ADD), Unilever (the), and Pepsi Cola (PEP), fear that their ads may appear alongside content that is not intended to be associated with their brand, such as: B. violent or terrorist videos and hate speech. Collectively, the companies and agencies represent $ 97 billion in advertising spend. And every year a larger part of this budget is spent on digital platforms.

In an interview on the sidelines of the WEF annual meeting in Davos, Switzerland, Marc Pritchard, Chief Brand Officer at P&G, said he would like a responsible and transparent system.

“I really want the same standards that we have for television, radio and print,” Pritchard told CNN Business.

The alliance says it will set a common standard to determine what content is harmful; common tools that can be used to ensure that no ads appear next to this content; and metrics to help the industry gauge how successful they are at blocking and removing malicious content.

“We just don’t want bad content out there, and most importantly, you don’t want your brands off, and you certainly don’t want your money off-funding those bad actors,” said Pritchard.

The problem of ads appearing alongside malicious content used to be an almost daily headache, Pritchard said. In 2016, P&G and other companies demanded greater transparency from digital media platforms in order to understand what is being seen where and by whom.

“When we started getting this data around 2017, we found that there were some issues,” said Pritchard.

This resulted in P&G putting all of its ads on YouTube on hold for more than a year. P&G now only advertises on selected channels on the Google (GoogL)-Own platform, said Pritchard.YouTube says it removes more hate speech than before, but controversial channels remain active

Kirk Perry, President of Brand Solutions at Google, said in a statement that it was “an important step” to find a common understanding of how harmful content can be detected and dealt with.

Carolyn Everson, Facebooks (FB) Vice President of Global Marketing Solutions, said in a statement that “the company’s commitment to safety and partnerships across the industry is unwavering”.

Pritchard said there have been advances in malicious content removal in recent years, but urged all digital media platforms to go much further.

“They should all really be better,” he said. “They should all be better off and we as advertisers should all do our part and our agencies should do their part.”

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