Google will hire "significant numbers of people" to review content after brands' advertising boycott

Lynsey Barber
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Google boss Matt Brittin apologised on Monday (Source: Advertising Week Europe)

Google has promised to hire a "significant number" of staff to help it review "questionable content" published on YouTube amid the escalating backlash from advertisers over where their ads appear.

The tech giant promised to resolve any issues raised about inappropriate content within hours following significant criticism that it is too slow to remove content, and will use artificial intelligence and machine learning technology to help in its review process.

Read more: Q&A: Why are brands pulling their advertising from Google?

"We'll be hiring significant numbers of people and developing new tools powered by our latest advancements in AI and machine learning to increase our capacity to review questionable content for advertising," said Google's chief business officer Philipp Schindler who heads up sales at the firm globally.

It's the first time a Google executive based in Silicon Valley, the home of Google and parent company Alphabet, has weighed in on the matter.

Read more: Google's top boss in Europe has apologised to its advertising clients

It was revealed that the number of brands which have pulled advertising with Google temporarily now numbers 250, with ITV, Aviva and Heinz last night joining Marks & Spencer, HSBC, the BBC and others, the Times reports.

Schindler also reiterated in the blog post its efforts planned to increase brand safety controls for advertisers first outlined by its top boss in Europe Matt Brittin on Monday.

The exact number of people working on assessing flagged content is not known. Google refused to specify staff numbers to a group of MPs last week, saying only that it was in the thousands.

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