Suppose they held a boycott and nobody noticed? That might be the best way to describe the findings of a study indicating that a quarter of Google's advertisers boycotted it in the past.
The study, part of a national poll of business professionals who say they advertise on Google and Facebook, was conducted by the Harris Poll conducted for digital ad exchange OpenX last summer during the height of an ad boycott targeting Facebook for its lax controls over hate speech, racist rhetoric and disinformation.
While Google was not explicitly targeted as part of that ad-hoc effort, there likely was some spillover to YouTube, which has also come under criticism for its lax oversight and role circulating questionable social content.
While OpenX published some of the Harris Poll findings previously, this boycott data has not been made public until today, according to an OpenX spokesperson.
Whatever Google and/or Facebook advertisers have done or thought in the past, the study also reveals about the same percentage -- 26% for Google and 35% for Facebook -- would very or somewhat likely to boycott them in the future.
The findings also come as both companies are scheduled to address Congress today about changing federal laws protecting them from certain liabilities, and as Google is being investigated for antitrust by the U.S. Department of Justice.
Explicit breaks by type of advertiser surveyed by Harris Poll are shown below.
As a mentioned many times, bring back the trading desk and indepentent ad networks. I might be starting my own.