Free Speech Restriction Via Ad Revenue Herding: Google limits YouTube ad purchasing options [picture]

Marketers looking to advertise on YouTube will have fewer options moving forward, as parent company Google is pushing ad sales exclusively toward its in-house platforms.

Starting later this year, advertisers will have to purchase ads through Google’s AdWords, DoubleClick Bid Manager or directly from Google’s sales team. YouTube ads will no longer be available through Google’s automated digital ad exchange, DoubleClick Ad Exchange.

“What may seem like a minor, technical change aimed at simplification could cause consternation in advertising technology circles. That’s because many will see this move as an example of Google throwing its weight around, forcing advertisers to use its ad-buying software. In the past, some advertisers would employ their own software to buy YouTube ads as an alternative to using DoubleClick Bid Manager, which theoretically would provide these brands with more control, visibility and access to data,” wrote Mike Shields in this CMO Today article.