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Arguably the biggest digital media story of 2017 has been the case of brands pulling spend from Google properties following an investigation by The Times of London which contained evidence of branded adverts appearing next to controversial content on its video-sharing site YouTube.
This has prompted a torrent of chest-thumping vitriol from ‘legacy publishers’, namely from The Times' owner itself News Corp, which itself harbors ambitions of launching its own ad network.
The publishers strike back
However, others from the ‘legacy publisher set’ have added volume to this cry, with this week’s appeal from members of The News Media Alliance which lobbied the US Congress to repeal laws that prevent them from collectively negotiating with Google (and Facebook) as they constitute “a de facto duopoly that is vacuuming up all but an ever-decreasing segment of advertising revenue”....
Under fire from several quarters for an array of accusations ranging from monopolistic practices to the dissemination (and even funding) of fake news, plus questionable measurement procedures, Google is hitting back with both defiant words, as well as financial handouts.