Multinational mobile giant AT&T is returning to YouTube after a two year hiatus - but it’s making some major changes in how it presents itself to consumers.
AT&T is finally bringing back advertisements to the popular video platform, following the widely-bemoaned “ad-pocalypse” of 2017.
However, it won’t be placing ads on videos willy-nilly; the company stated that it would avoid the site’s gaming category due to potentially problematic content.
AT&T’s chief brand officer Fiona Carter claimed that the business hopes to steer clear of this possibility, in order to bypass what she deemed as “fringe content.”
“Having to have more subscribers and more viewing hours has really helped with eliminating fringe content that we might not want to advertise against,” Carter said of the issue in an interview with the New York Times.
AT&T’s homecoming signifies a major change in YouTube’s policy, after the company took leave of the platform upon asking for increased safety measures for brand security.
Since then, YouTube has given a major overhaul to its Partner Program, cracking down on what creators are eligible for video monetization and boosting the number of its employees that review content.
AT&T’s newest policy has since been met with sarcasm and incredulity, with popular YouTuber and Drama Alert host Daniel ‘KEEMSTAR’ Keem jokingly claiming that gamers are the most “oppressed” demographic due to the decision.
Since the “ad-pocalypse,” YouTube’s monetization system has been widely decried by users across the platform, with some creators losing money on videos that they deem perfectly suitable for all audiences.