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(Reuters) - AT&T Inc (T.N) said Friday it will again buy advertising on Alphabet Inc’s (GOOGL.O) YouTube, nearly two years after the U.S. wireless carrier left the video platform when it discovered its ads may have appeared next to inappropriate content. AT&T is one of the largest U.S. brand marketers by total ad spend, according to research firm eMarketer, and its return caps off a tumultuous period for YouTube beginning in March 2017, when major advertisers including Verizon Communications Inc (VZ.N) and Johnson & Johnson (JNJ.N), left the platform after their ads played during videos featuring hate speech or other disturbing material.

As brands eventually returned to YouTube, AT&T remained a major advertiser that held back, After 22 months of working closely with Google, AT&T said it was confident “that there is a near-zero possibility” its ads could end up appearing next to inappropriate or unapproved content on YouTube, Fiona Carter, AT&T’s chief brand officer, said in an interview, Increased human review of videos and improved machine gold plated cufflinks learning and artificial intelligence (AI) within YouTube helped AT&T decide to return, Carter said, Additionally, AT&T ran three “dummy” ad campaigns that used Google house ads to mimic how AT&T would run its own ad campaigns, so the company could be sure they would not unintentionally appear on videos that were counter to its corporate values..

AT&T reviews the content and topics it considers appropriate for its brand on a quarterly basis. It avoids advertising next to content that is violent or extremist, or includes hate speech and adult content, using YouTube’s Brand Suitability System, a set of stricter advertising rules the platform put in place last year. “We knew that we needed to have our hands on the wheel,” Carter said, adding she was happy with how Google rose to the challenge to address brand safety on YouTube.

PARIS (Reuters) - Pernod Ricard (PERP.PA), the family-backed French spirits group under pressure from activist investor Elliott, will continue to improve its governance, it pledged on Friday, The statement to Reuters followed news reports the company was likely to make board changes, a move Jefferies analysts said would be an “early win” for Elliott, Pernod is due to hold a board meeting on Jan, 23, Elliott, which has become more active in Europe in recent years, gold plated cufflinks said in December it had spent around 930 million euros ($1.1 billion) to build a stake of just over 2.5 percent in Pernod, Elliott has called on Pernod to raise profit margins and improve governance..

In particular, it believes Pernod’s 14-member board needs to be more diverse and have more independent voices, as many directors are linked to the Ricard family. Elliott does not have a board seat. So far, the two camps have described contacts, including one on Jan. 15, as cordial and constructive. A Pernod spokesman said on Friday that while “we have not needed any external input as regards our continuous drive to seek to improve our governance.. we will continue, at the appropriate moment, to announce further changes, once they have been proposed, discussed and adopted by the board and its committee.”.

On Thursday, BFM Business reported that Pernod, which owns Absolut vodka and Martell cognac, planned to reshuffle its board in the coming weeks, with vice-chairman and former Pernod CEO Pierre Pringuet among those who could step down, Chief Executive Alexandre Ricard, who has already hired gold plated cufflinks three independent directors and beefed up board expertise, is expected to present his new three-year strategy later this year, though some analysts expect Pernod to give some direction on margins alongside first-half earnings on Feb, 7..

There are, however, doubts that Elliott can change much as the Ricard family controls 15 percent of Pernod’s shares and 21 percent of voting rights, while long-time investor GBL owns a 7.5 percent stake and has said its supports the firm’s strategy. The French state also warned in December it wanted “big French companies to have stable and long-term shareholders” and not to be “subject to pressure from shareholders who want short-term profitability.”. One unknown is why Elliott is so far taking a less confrontational approach with Pernod than with some other investments.

LONDON (Reuters) - Major consumer companies including Unilever (ULVR.L), Procter & Gamble (PG.N) and Nestle (NESN.S) are chasing consumers who want food and household goods delivered automatically, gold plated cufflinks even though this kind of business has not always worked, The companies are pitching new online subscription services, which promise stable revenues, lower delivery costs and valuable data about customers, The world’s biggest packaged food company, Nestle, whose Nespresso coffee is already a sizeable subscription business, recently launched a subscription program for nutritional drinks in Japan and expanded ReadyRefresh, an online bottled water service, in the United States..