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Shell pleased with the YouTube/Facebook duopoly

Shell was never going to burn bridges to either platform, not when both are key to reaching the millennials who think the oil industry is only about profiting from irreversible damage to the planet.

Seb Joseph: SEPTEMBER 21, 2017

Not every advertiser sees YouTube’s brand-safety woes and Facebook’s metric mishaps as chances to openly berate the duopoly. Oil giant Shell is doing the opposite, taking a pragmatic — and sometimes sympathetic — view of both companies’ quandaries.

Between developing a clear strategy for YouTube and running more ads on Facebook, Shell has pinned its colors to the duopoly flag for the foreseeable future. Americo Campos Silva, head of digital and social media for Shell, justified the moves, insisting that Google isn’t entirely to blame for ads appearing next to terrorist videos and criticizing the videos’ creators for avoiding detection using specific tags. Campos Silva also downplayed reports that Facebook falsified the size of its audience…

Although Campos Silva’s arguments contrast from the industry’s animosity toward Google and Facebook, Shell was never going to burn bridges to either platform, not when both are key to reaching the millennials who think the oil industry is only about profiting from irreversible damage to the planet.

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