Unilever questions its investment in digital advertising

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The other major shock to the sector has been caused by Unilever, which is one of the companies that invests the most in advertising worldwide, which has openly spoken of the possibility of ceasing to use platforms such as Google and Facebook if they do not commit to improving their internal mechanisms to curb abuses.

Its marketing chief made this clear in a indonesia mobile database speech given at an annual meeting of the IAB (Interactive Advertising Bureau), in which he accused these companies of creating a “swamp” in which fake news and negative content for society spread freely .

Unilever's position is significant in that it could cause widespread reflection among large advertisers and thus force Facebook and Google to take drastic measures to prevent their flight , due to the pressure that their shareholders may exert. The mere fact of opening this debate already calls into question the role of these agents in the general advertising ecosystem.

In the case of Google, the appearance of advertising on videos of jihadists triggered a scandal that led several advertisers to decide to stop using YouTube to display their advertising. Some of them have not returned even after the changes announced by the company to guarantee greater levels of brand safety.

As for Facebook, its latest algorithm changes are aimed at reducing the organic presence of posts from pages, in what is understood as a move to try to tackle the spread of fake news (which also increases the price of its advertising). Its founder defends the idea that users spend less time on the platform, but of higher quality, which in a way is a nod to its five million advertisers.