Unilever threatens to withdraw ads from online platforms

Unilever

Unilever

And the speech directly addresses Russian interference in the 2016 election in the US and describes the digital supply chain as a "swamp", a Trumpian word if ever there was one.

He will add that Unilever can not continue propping up a supply chain online, through which is delivers more than 25% of its advertising to consumers that at times is no better than a swamp when it comes to transparency.

This is about "having a positive impact on society and whether we as a company want to engage with companies that are not committed to making a positive impact", Weed said in an interview. Only 25 percent of online ad spending reaches the consumer, with the rest skimmed off by a "murky, non-transparent, even fraudulent supply chain" within the industry, Pritchard told a digital marketing conference last autumn in Cologne, Germany.

Unilever is not investing in environments or platforms that are not protecting children or that are creating division in our society, and promoting hate or anger, he is planning to say. "Before viewers stop viewing, advertisers stop advertising and publishers stop publishing".

Unilever, the maker of consumer goods, is threatening to end its advertising with online giants such as Google and Facebook if they do not protect children, help to prevent the creation of a division in society and hate. "But they do care when they see their brands being placed next to ads funding terror, or exploiting children".

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According to Unilever's research, trust in social media has hit a new low and has also stated that while 2017 was the year of mobile video and voice, 2018 will either be the "year of trust" or the "year of techlash", where the world will turn on tech giants. An issue of trust that fundamentally threatens to undermine the relationship between consumers and brands.

"Brands have to play their role in resolving it", he will say.

"No longer can we stand to one side or remain at arm's length just because issues in the supply chain do not affect us directly..."

He'll also cite a new partnership between Unilever and IBM to pilot blockchain technology for advertising, which has "potential to drastically reduce advertising fraud by recording how media is purchased, delivered and interacted with by target audiences", the company says.

"Moreover, these revenues tend to be high margin ... with price rates significantly ahead of linear TV".

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