For years, companies have complained that they pay good money for online ads, only to see them end up near a racist post or an article promoting a conspiracy theory.

Now major advertisers like Clorox and Coca-Cola, along with a number of large advertising agencies, are pushing the big tech companies to give them more control over where and how their ads show up.

The effort follows the advertiser boycott of Facebook last month, when more than 1,000 companies stopped buying ads on the platform to protest its handling of hate speech and misinformation.

Ben Hovaness, an executive at Omnicom Media Group, a company that manages $38 billion in global marketing spending, said it was time for the tech giants to go by the rules that applied before digital platforms were dominant.

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