In trying to protect advertisers, Google often ends up grouping news coverage of racism with racist content itself.
about Tyler Perry. BuzzFeed did not appeal the decisions, so the articles are still demonetized.
Google’s advertising policies for publisher content were recently in the public eye when it removed the far-right blog Zero Hedge from Ad Exchange and threatened to do so for the Federalist, a right-wing news and commentary site,. However, Google had taken these enforcement actions because of racist reader comments that kept appearing on these sites’ articles.
“We have strict policies against content that promotes hatred, intolerance, discrimination or violence against others and have automated tools to help quickly uncover the use of slurs. We recognize that context can matter, in news reporting for example, so publishers always have the option to appeal the decision and we will quickly review,” a spokesperson for Google said in a statement.
How big of a problem are demonetizations like this for a publisher like Slate? “We decide what to cover based on what we think is important for our audience and what we think is important for society, and that won’t be impacted by Google’s demonetization decisions,” said Dan Check, Slate’s CEO. He further noted that while revenue from Google ads is important, Slate has many other revenue streams.
Still, the demonetizations underscore the fact that publishers’ ability to make money from their work remains partially at the mercy of opaque algorithms that can be tweaked at any time, possibly with significant consequences for their business. The potential concerns might be especially pronounced for news organizations whose missions are to focus on topics, like racism and discrimination, that aren’t necessarily ad platform–friendly.
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