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There used to be two filter categories known as "sensitive subject exclusions" for "sensitive social issues" and "tragedy and conflicts," which advertisers could proactively avoid.
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First they came for prank videos, then they came for sexy make-up tutorials, then they came for gamers, then they came for politics, weed and everyone -- You Tube basically came for everyone.
You Tube is trying to thread a tight needle by working with advertisers that demand wholesome content while maintaining a vibrant creator community.
The talent that is being impacted can touch on sensitive and even offensive topics, but they aren't the terrorist videos that kicked off the latest outrage.
One analyst put potential losses at $750 million this year.
But the freeze will likely only last a few weeks because brands still need to reach audiences and You Tube remains the dominant player in digital video, according to Zvika Netter, CEO of Innovid, a digital video ad and data platform."Advertisers can be more conservative by implementing sensitive subject exclusions," Google said in its note, which was sent out within the past week.The new filter categories are some of the first tangible steps coming out of You Tube to address content concerns and give advertisers more control over where their ads appear."You Tube is being squeezed by its two most important assets," said Brendan Gahan, exec VP at Epic Signal, a social media agency."Brands fund the platform and the creators create for it." You Tube is losing millions of dollars daily, according to most estimates.Every man watches porn and wants a friend to share his interests. Erotic is usually the first thing that couples watch together and gradually move on to harder porn.