The announcement came after the United Kingdom government and the Guardian newspaper stepped up pressure on YouTube to police content on its platform, pulling ads from the video site because they appeared beside clips they view as inappropriate. "The intention of these policies is to prohibit ads from appearing on pages or videos with hate speech, gory or offensive content".
"In cases where advertisers find their ads were served where they shouldn't have been, we plan to offer a new escalation path to make it easier for them to raise issues", he explained.
Mark & Spencer's withdrawal is another serious blow for Google, which has a near monopoly on the digital advertising market, at a time when the company is facing a crisis of confidence amongst advertisers. The company also promised new tools like artificial intelligence-powered filtering that would detect offensive language and other contents within a video and flag it.
Search occupies a significant share in Google's advertising revenue that stood at $79.4bn previous year.
"Algorithms struggle to effectively screen out extremist content because, paradoxically, they both lack human oversight and they also reflect the narrow parameters of their human coders", he told the E-Commerce Times.
The main grouse among the advertisers from the Europe is that their brands ad appeared next to materials like promoting terrorism apart from about two million sites that are in display network of the search engine giant. "They don't seem to understand the scale of the perceived problem", he noted.
The end result is that YouTube enjoys 400 hours of video uploaded every minute and 1 billion hours of video consumed every day, with around $11 billion in revenue a year ago.
Liverpool legend Ronnie Moran passes away at 83
A regular visitor to Anfield and the club's Melwood training ground, he was diagnosed with vascular dementia previous year . He played at left back for the reds and was for a time the club's major penalty taker.
The company was already facing claims in a lawsuit by the family of a terror attack victim that it profits from ads linked to terrorist propaganda promoting violence. That disclosure started many organizations in the United Kingdom to expel their promotions from Google stages, driving Google to inspect its advertisement strategies and execute new apparatuses to give publicists more control over where their promotions go. "What we are doing is increasing the number of controls, so that as a brand, you can have even more restraints at every stage and have more control over where you can show your ads", he said.
The UK government also imposed a temporary restriction on its own Google ads including public appeals and blood donation campaigns.
Control over online ad placement has become a hot button for advertisers, with social networks and news aggregators coming under fire during and after the U.S. presidential election for spreading so-called fake news reports.
In the current heated climate, a lack of guarantees is probably not what brands and advertisers want to hear coming from Google.
As part of that effort, Google intends to block more objectionable videos from ever being posted on YouTube - an effort that could spur complaints about censorship.
"We match the ads and the content", Schmidt said, according to a transcript from Fox Business.
Google has declined to comment on the matter, saying it doesn't discuss individual customers.