It’s not just gay marriage that’s at issue. A Google flap should have people thinking about the future of advertising. Photo: Eric Bartholomew aka
Uber Tuber; also on
MySpace.
It’s a nearly unanimously-held belief: the future of digital content will depend, at least in part, on revenue from ads. This site is supported by ads. Musicians and digital producers will be looking to ads to support what they’re doing – sometimes in the form of direct ad revenue, sometimes in support for sites and communities they use (Facebook, YouTube, MySpace, and so on). Ads are very often what makes the Internet free.
But if ad-supported models are going to work, the system that delivers the ads has to work. This week, I believe Google failed to deliver the solution it promises its publishers. They violated their own policies, violated the principle of their service, violated the trust of their publishers, and then failed to respond to an issue that was deeply time-sensitive.
When Third-Party Ads Attack
Before I’m misunderstood, let’s consider advertising policy, which is not the same as editorial policy. In print publishing, whether a small-town weekly newspaper or The New York Times, ad sales relationships have been directly between a publisher and an advertiser. Running an ad does not mean an endorsement of the advertiser or their message or product. In fact, newspapers frequently run “op ed”-style ads that directly conflict with editorial policy, though not without being criticized by some for doing so. The Times runs a regular full-page ad from energy giant Exxon/Mobil, for instance.
In online publishing, we very frequently hand over those relationships to a third party. We expect, in return, that our interests as a publisher will be served by the third party.
This week, Google AdSense bombarded an enormous number of partner sites, Create Digital Music included, with banners opposing same-sex marriage in California, a right that had been protected in that state. Bizarrely, many music tech sites were targeted. The ads were offensive to many publishers; whatever your feelings about marriage and homosexuality, these were effectively ads in favor of discrimination. One ad run on this site was also factually inaccurate, suggesting that California protections for gay marriage can be equated to a mandate to teach about same-sex relationships in schools; various California officials have said that’s not true. Even if you want to debate the issue, that means the ads were claiming something that was false, which is not as debatable.
But tempting as it may be to focus on the political issue and the ads themselves, the ads are not the problem. The problem is that Google failed its publishers, failed the trust we place in Google, and then failed to talk about what it had done. It’s a failure of really historic proportions, and one that really merits a close examination and open debate if ad-supported content has any future at all. The fact that Proposition 8 passed and passed by a very narrow margin, is likely to turn up the political heat on that debate. Advertising was widely credited for the passage of the proposition, making us as publishers unwitting partners in the passage of a proposition many of us would have opposed. But let’s not lose sight of the fact that, Proposition 8 aside, the fault is Google’s for delivering well below the expectations of publishers.
52
1
2007-Mar-12@16:37
