Unilever to stop spending on digital platforms that 'breed division'

Unilever CMO Keith Weed has become the WFA's inaugural Global Marketer of the Year

Unilever CMO Keith Weed has become the WFA's inaugural Global Marketer of the Year

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.

Speaking at the Interactive Advertising Bureau's (IAB) annual leadership meeting in Palm Desert, California today, Unilever chief marketing officer Keith Weed is expected to say that "Unilever will not invest in platforms or environments that do not protect our children or which create division in society, and promote anger or hate".

In a statement issued ahead of his speech, Weed said: "As a brand-led business, Unilever needs its consumers to have trust in our brands".

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Amid a social media backlash and calls for a boycott, the brand apologised, saying it "missed the mark in representing women of colour thoughtfully".

Only 25% 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.

Google, a unit of tech giant Alphabet, and Facebook are estimated to have taken half of online ad revenue worldwide in 2017 and more than 60% in the USA, according to research firm eMarketer.

Google has already come under fire from companies that discovered their ads were being shown alongside objectionable videos on its YouTube video platform.

The company, which sources 85% of its revenue from corporate posts and videos, announced in January that it would prioritize posts from friends and family over news stories and content from businesses.

MARKETING giant Unilever is threatening to pull adverts from Google and Facebook if they continue to promote hate and sow distrust.

One of the world's largest advertisers plans on cutting back its ad spending on platforms like YouTube and Facebook unless they work harder to stop the spread of fake news and hate speech.

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