Google to Simplify YouTube Advertiser Controls Amid Outcry Over Extremist Videos

Google will give clients more control over where their ads appear on YouTube

The British government said last week that it would temporarily restrict its advertising on the company's platforms.

The spending is "relatively small so far", Wieser wrote in a research report Monday. Alphabet shares fell 0.7% to $866.20.

Banks like HSBC and RBS, as well as retailer Marks and Spencer announced they were pulling their ads from the site in response.

Google's European chief Matthew Brittin apologized to the firms and agencies and promised to review the firm's policies and strengthen enforcement.

Not looking too good for Google in the United Kingdom right now-the search engine giant has its work cut out. Meanwhile Brittin also claimed that the brands affected had paid "pennies rather than pounds" however it did not deter his apologies and acceptance of the blame on behalf of Google.

According to a report from Reuters, Britain is the second-largest market for Google outside the United States. WPPGY, the world's largest advertising firm. Total digital ad spending in the USA will increase 16% this year to $83 billion, dominated by Google in search ads and Facebook in display and mobile ads, according to the firm's latest forecast.

Shares of Alphabet (GOOGL) are down $5, or 0.6%, at $867.37, after Pivotal Research's Brian Wieser cut his rating on the shares to Hold from Buy, and cut his price target to $950 from $970, after concluding the company has a big problem with brand advertising snafus in the United Kingdom.

Currently Google flags and then reviews questionable content, and deals with about 200,000 flags per day.

Each minute hundreds of hours of content are uploaded to YouTube.

"In the vast majority of cases, our policies work as intended, protecting users and advertisers from harmful or inappropriate content", Google stated.

Several major companies and ad agencies have pulled their ads from Google and YouTube in recent days after a newspaper investigation showed their product pitches were being displayed on content including videos from former Ku Klux Klan leader David Duke.

Why is this such a significant issue?

The Cabinet Office, along with major brands including Marks and Spencer - as well as The Guardian and BBC - has confirmed it has temporarily suspended advertising with Google as a result of the issue.

Why are the ads appearing on these extremist sites?

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