Google blocked billions of ads in 2019: How publishers can chart a revenue path forward

What's New in Publishing 28 May 2020 06:30

Google has built its search business model on user trust and its ability to weed out untrustworthy players who try to manipulate its ranking systems.

According to Google’s VP of Ad Privacy and Safety Products, Scott Spencer, Google continued to build trust in 2019 by blocking nearly three billion ads and suspending almost one million ad accounts. They also ended their relationship with 1.2 million publisher accounts. Ads were blocked or removed from 21 million webpages as part of Google’s fight against bad ads.

According to Spencer, Google’s aim is to improve the overall integrity of the ads on Google’s platforms, improve enforcement against deceptive ads and sites that consistently use serve them, and adapting their tools and technologies in real-time.

What are bad ads?

Bad ads are those seen as annoying, intrusive, or deceptive, according to user research and ad industry trade groups. Ads that interfere with the users’ enjoyment of content on the page, or ads that are malicious in intent, are considered bad ads. Examples include pop-up ads, modal, autoplay video, screen take-over, blinking ads, and false claims.

Google’s Spencer claims they blocked 50% more ads in the phishing and trick-to-click categories than the previous year.

PS: Enforcement begins in August 202 for Google to block certain types of video ads in Chrome and YouTube content. See more: Google Chrome adblock for short-form video.

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