Google Enhances Advertiser Control Over Ad Placements, Expanding Exclusion Options for Search Ads

Recent reports raised concerns about Google's ad placements on questionable websites, though Google has denied these claims. However, Google appears to be addressing these concerns now.

(Photo : KIRILL KUDRYAVTSEV/AFP via Getty Images)

A picture taken on November 8, 2021 in Moscow shows the US multinational technology and Internet-related services company Google's logo on a smartphone screen.

Addressing Concerns

Google is enhancing transparency and oversight for advertisers regarding the utilization of search partners following a recent report that uncovered instances where ads were displayed on pornographic websites and those affiliated with sanctioned entities in Iran and Russia.

This development marks a significant step towards providing unparalleled visibility into Google's vast search business, valued at $175 billion. This business segment alone dwarfs the U.S. TV advertising market, underscoring the importance of this move.

Effective March 4th, Google will introduce impression-level placement reporting for Search Partner Network sites in campaigns utilizing its AI-powered Performance Max (Pmax) platform.

As reported first by Ad Age, this update aligns with the existing reporting capabilities offered by Pmax for display campaigns, further empowering advertisers with insights and control over their advertising placements.

Expanding Across Various Google Platforms

In Pmax campaigns, ads were automatically shown on all search partner sites. For other campaigns, ads appeared on search partners by default unless advertisers manually opted out. Following a report, Google allowed Pmax users to opt-out until March 1st.

Now, Google is making broader and more permanent changes. They're giving advertisers more control over where their ads appear. This means advertisers can exclude certain sites from showing their ads across various Google platforms.

Google's search partners include big platforms like YouTube and Google Discover, as well as smaller search engines like Ask.com, Excite.com, and many other unrelated sites.

According to Google spokesperson Farrell Sklerov through The Verge, the company has opted to consolidate its brand suitability preferences. As a result, account-level placement exclusions will extend to the Search partner network.

These changes came after talking with advertisers. Investigations found that ads from various brands and government agencies might have appeared on inappropriate websites, but it's unclear how many were affected.

As per Google, websites are not entitled to share in revenue unless they are accepted into Adsense for Search and comply with the rules of service, which include a prohibition on adult content.

However, some sites that violated these rules were still displaying Google search ads. Google clarified that their analysis did not reveal any ad revenue being shared with sanctioned entities.

Showing Ads on Questionable Sites

The Adalytics report cited 30 websites as violators of Google's policies, although not all of them were in breach, and those sites that were "actioned" due to policy violations accounted for only 0.002% of impressions across the partner network, representing a significant smaller portion of spending.

In response to concerns, Google stated that it employs various measures to uphold its rules across the Search Partner Network, including Scaled Content Enforcement, which involves both automated classifiers and human reviewers.

However, the company did not disclose the number of personnel assigned to this enforcement. Additionally, Google reported conducting regular sweeps for AdSense policy violations and terminating accounts found in violation, as well as regularly sampling the network to assess the prevalence of violations.