Google has revealed that it removed over 3.2 billion bad ads in 2017. This is nearly twice the number of bad ads it decided to pull down in 2016. Google and Facebook are under pressure with regards to handling advertisers especially the bad actors in the ad business.
The new numbers seem to be an attempt from the search giant to show that it does take actions against bad advertisements. Google says it kicked out 320,000 ad publishers, blacklisted 90,000 websites, and removed ads from 2 million pages per month.
It has also revealed that a policy change in April aimed to widen the anti-hate policies led to 8,700 pages losing their Google ads. It says out of the 3.2 billion ads removed last year, only 79 million were removed for leading people to malware websites. It says 66 million were pulled for running ‘trick to click’ ads (where the ads are masqueraded as something beside ad to gain clicks) while 48 million ads were removed for forcing people to install unwanted software. The revelation suggests that ads were not removed due to active threats to your devices.
Google is not confirming whether fake news and misinformation played any role in removal of ads from its platform. It just adds that there were a small number of ad publishers to blame for ‘misrepresentative content’ like false news or scams. Out of the 11,000 websites reviewed for potential violation, Google says it blocked over 650 of those sites, and terminated 90 publishers from its network.
“In 2017, we blocked over 12,000 websites for “scraping,” duplicating and copying content from other sites, up from 10,000 in 2016,” writes Scott Spencer, Director of Sustainable Ads in a blog post.
Google is getting aggressive in tackling bad advertisements on its platform throughout 2017. This could be owed to government pressure and reactions from senators and regulators in the United States. It is also highlighting new policies to tackle emerging threats including “ads in unregulated or speculative financial products like binary options, cryptocurrency, foreign exchange markets and contracts for difference (or CFDs)”.