In the newest attempt to moderate content across tech platforms, a new alliance has been established among advertisers, agencies, and tech giants:
With the alliance, brands will now share some culpability when content moderation failures occur, as they will have taken part in building out the framework. Major platforms have madeto cooperate with governments and regulators, and to ban certain content to create more user and brand safe environments, but harmful content hasn't gone away. The alliance isn't likely to have much more success in scrubbing platforms clean.
Advertisers spend a lot of money with tech platforms — namely Google and Facebook — and want to protect that investment in any way they can. In spite of all of the scandals and criticism, digital ad-spend$283 billion dollars in 2018, and eMarketer expects it to reach $517.5 billion by 2023. About 60% of that money goes to Google and Facebook alone.
While some brands have pulled spend in protest of harmful content, the vast majority seem unwilling to give up the duopoly's ad reach and accuracy. Given their unwillingness to jump ship, involvement at a policy-setting level may strike brands as the best they can do to effect change. Additionally, involvement could enable brands to enshrine their interests ahead of potential regulatory action around content moderation. Whatever rulebook advertisers and big tech come up with for content moderation could inform regulatory frameworks to come.
If brands didn't work to guard their interests at this stage, regulators could swoop in and overcorrect, outlawing or restricting content that might have been permissible in the eyes of brands. Heavy-handed regulation could limit ad impressions, and wind up creating a new problem for advertisers in taming the old one of brand safety.1. Sign up for the Digital Media Briefing to get it delivered to your inbox 6x a week.
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