The recent trend with the top advertising sites, like Facebook and Google, is to include hate speech to let ad buyers target audiences. Google's advertisement offers up a formulated list of other offensive suggestions when such terms are entered.
Google's SVP of Ads, Sridhar Ramaswamy, claimed in a statement that these offensive phrases fell through the cracks of its system. Ramaswamy stated, "our goal is to prevent our keyword suggestions tool from making offensive suggestions, and to stop any offensive ads appearing. We have language that informs advertisers when their ads are offensive and therefore rejected. In this instance, ads didn’t run against the vast majority of these keywords, but we didn't catch all these offensive suggestions."
When BuzzfeedNews reached out to Google for comment, Goodlge responded with "we've disabled every keyword in this ad campaign save one — an exact match for "blacks destroy everything," is still eligible...just because a phrase is eligible does not guarantee an ad campaign will run against it." A similar ad campaign ran with Facebook, as reported by ProPublica.
Both companies have taken heat and responded in differently ways, but Twitter response to the hate is intense.
Google has faced much criticism over the last few months when they were found allowing ads from Nazi, terrorist and other miscellaneous hate groups to be aired on YouTube videos.