Enter the characters you see below Sorry, we just need to make sure you’re not a robot. Enter the characters you see below Sorry, we just need to make sure you’re not a robot. Please forward this error screen to host. Please how Much Money Do You Make Off Youtube Ads this error screen to 198. Please forward this error screen to sharedip-132148206165. Get Our NewsletterWIRED’s biggest stories delivered to your inbox. They look for violence in videos.
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They seek out hateful language in video titles. And right now, Google appears to need these humans’ help—urgently. Automated systems determine where those ads appear, and advertisers often don’t know which specific videos their ads will show up next to. Recently, that uncertainty has turned into a big problem for Google. Google has scrambled to control the narrative, saying the media has overstated the problem of ads showing up adjacent to offensive videos. We know very well that human eyes—and human brains—need to put some deliberate thought into evaluating content.
Because Google derives 90 percent of its revenue from advertisers, it needs to keep more from fleeing by targeting offensive content—fast. The problem is, the company still needs humans to train that AI. So Google still depends on a phalanx of human workers to identify and flag offensive material to build the trove of data its AI will learn from. But eight current and former raters tell WIRED that, at a time when the company is increasingly reliant on ad raters’ work, poor communication with Google and a lack of job stability are impairing their ability to do their jobs well.
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Google ad rater, who was not authorized to speak with WIRED about the program. But I do believe the instability in the program is a factor. We raters train AI, but we know very well that human eyes—and human brains—need to put some deliberate thought into evaluating content. The ad raters WIRED spoke with explained that their role goes beyond monitoring videos. They read comment sections to flag abusive banter between users. They check all kinds of websites served by Google’s ad network to ensure they meet the company’s standards of quality. I’m worried if I take too long on too many videos in a row I’ll get fired.
Raters say their workload suggests that volume and speed are more of a priority than accuracy. In some cases, they’re asked to review hours-long videos in less than two minutes. On anonymous online forums, raters swap time-saving techniques—for instance, looking up rap video lyrics to scan quickly for profanity, or skipping through a clip in 10-second chunks instead of watching the entire thing. Ad raters don’t just flag videos as inappropriate. Some material doesn’t always fit neatly into the provided categories, ad raters say.
In those cases, raters label the material as “unrateable. One current rater described how he had to evaluate two Spanish-speaking people engaged in a rap battle. I checked it as unrateable because of the foreign language,” he told WIRED. Multiple ad raters say they have been asked to watch videos with shocking content. The person set the truck on fire, the rater said, then exited the truck and committed suicide with a shot to the head.