Twitch is one of the largest online video services and has long relied on its ad network to help it reach a larger audience.
But in the wake of the controversy surrounding a popular video by comedian and activist Matt Lauer, the site’s advertising team has become increasingly concerned about the accuracy of its ads.
“They are very bad at it,” said Brendan O’Neill, who heads up YouTube’s advertising and business strategy.
“If you are advertising on Twitch and the content is not accurate, you don’t have a product,” he told The Australian Financial Review.
“That’s why they need to be very careful and have a team of lawyers and experts on the ground that are going to be on Twitch 24/7.”
What we do, as a company, is we take the best of the best from Twitch and we put them into a video and we run it on YouTube.
“It’s an entirely different way of advertising.”
We are trying to be transparent about that, but it’s something that we do regularly.
“And if you’re not careful you could be misleading people.”
The company is also struggling to track down users who have been falsely accused of misleading adverts.
“In general, the vast majority of our content is genuine, but there are some cases where people are accused of making false claims, which are then flagged up to us and investigated,” said O’Neil.
“Sometimes, we get a lot of complaints, and in those cases, we investigate and take the action we need to take.”
O’Neill said the company had also worked with other online platforms to identify people who may be using the adverts and that in some cases, it had identified and terminated accounts.
The company said it was also “very concerned” about misleading content being used on its platform, particularly when it came to a specific advertiser.
“While it’s difficult to identify individuals or groups, Twitch has a robust process in place to flag false claims,” it said.
“As part of our ongoing effort to be fair and transparent to all advertisers, we recently started identifying content that may be misleading, and will continue to do so.”
Twitch’s advertising business has long been a key source of revenue for the company.
But O’Donnell said Twitch had a “fairly stringent” compliance process that included reporting false claims to the authorities.
“So if we see that something that’s been said is false or misleading, we’re going to take action to remove it,” he said.
But while some advertisers have taken steps to cut ties with the platform, O’Brien said Twitch’s ads were also becoming increasingly controversial.
“This has been going on for a while,” he explained.
“When you are running a platform like Twitch and you’re getting complaints about the quality of content, the advertisers are worried that you’re going too far.”
They’re concerned that if they run these ads, you’re potentially going to lose their business.”
Some of them are doing things that are quite blatantly misleading.””
The biggest issue we have with the advertising on the platform is that some of them have been misleading and are misleading advertisers,” he added.
“Some of them are doing things that are quite blatantly misleading.”
There is a lot more to it than that.
It’s all about people getting upset.
“Oli Scarff/Getty ImagesFor Mr O’Neal, Twitch’s ad network is “a good example of how a company can be able to get around and be transparent”.”
I think the ad network really works to make sure that advertisers are being taken seriously, that advertisers have accurate information about their ads and are getting their money back,” he continued.
Mr Scarff agreed.”
I don’t think there’s a bad advertising company out there that doesn’t work to make their ads as transparent as possible,” he acknowledged.”
But I think there are companies out there who do a good job of making sure that they are truthful.