It’s been a tumultuous year for marketing, and Google’s latest security report reflects the trends advertisers have observed and adapted: the world and the ongoing fight against criminals looking for new ways to exploit people. Google has implemented manual and automated ad tracking to ensure that all ads offered by the platform comply with existing, new, and updated advertising policies.
Google adds criteria for sensitive events. Google updated its policy on sensitive events with the outbreak of the COVID-19 pandemic and therefore with inaccurate election information. These political events led to a ban on advertising related to policies, as well as COVID-19.
As for the pandemic, Google has banned cash ads for pandemic-related essential supplies, such as face masks and hand sanitizers. The policy included restrictions on the promotion of counterfeit drugs and opportunistic public abuse.
Google also initially banned the elections after the US investigation was completed from November 3 to December 10. When the riots broke out on January 6, Google again shut down all ads mentioning politics, accusations, arrests, and riots in the United States. Capitol. The ban was intended to prevent the disclosure of false information and violent actions.
Fraudulent and account-level fraudulent ads increased by 70%. In addition to the advertising ban, the Google report indicates an increase in ads related to fraud and deception. “We have seen them use increasing coverage for virtual businesses because we do not detect or place fraudulent ads on their phones to hide them or remove unsuspecting consumers from our platforms,” the ad reads. To combat these initiatives, Google Ads revamped its corporate and identity advertising programs, new programs, automated tracking technology, and personal processes that intercept 968 million offensive ads.
Brand safety was important in a time of growing hatred.
The political climate of 2020 as a whole, plus the socially just movements that ended last summer, have made many brands in their advertisements even more aware of brand safety. Some brands have blocked their ads on Black Lives Matter and COVID-19 content. The January 6 riot also prevented many search marketers from campaigning. Google is also sensitive to the need for brands to take control of where their ads appear, as hate speech and incitement to violence occur online.
“In 2017, we developed more detailed methods to rank sites at the page level, including user feedback, so publishers can manage their sites more comprehensively and protect advertisers from negative channels by blocking persistent breaches.”. Since then, Google has continued to invest in automated technologies to avoid the benefits of malicious web content.
Why do we care?
The past year has been difficult at best and disastrous at worst. According to Global Ad Trends: The State of the Industry 2020/21, the global advertising market decreased by 10.2%. As it continues to evolve, Google’s ad protection report indicates that it is developing its platform and artificial intelligence to keep up with the ever-changing world situation and to help protect advertisers and users.