Google’s 2023 Ads Safety Report revealed that it blocked or removed 12.7 million advertiser accounts last year – nearly double the previous 12 months.
Additionally, the search engine blocked or removed 5.5 billion ads for violating its policies – slightly up from the prior year.
Why we care. Cracking down on fraudulent accounts is critical for brand safety and also helps to ensure a safer space for consumers so that they can confidently make online transactions. However, there’s also a potential risk associated with AI, as it may mistakenly suspend genuine advertisers and ads.
The report findings. In the 2023 Google Ads Safety Report, Google found:
Updates. Google claimed that scams and fraud across all platforms were on the rise in 2023. To counter these threats, it deployed 31 updates to its Ads and Publisher policies, such as:
AI. In the report, Google highlighted how AI is playing a crucial role in its efforts to combat bad actors. By using AI, Google claims it can identify and suspend fraudulent accounts before they even get onto its platforms, or remove them as soon as they’re detected.
Moving forward. Google did not share exact details on what future updates we can expect we move further into 2024, however, the search engine confirmed it would continue to investment in policy, detection and enforcement.
Appeals. If you disagree with Google’s decisions and do not believe your ad violated its policies, you can appeal any enforcement action. Google will review your appeal, and if it determines that it made an incorrect decision, it will use these instances to enhance its systems.
What Google is saying. Duncan Lennox, VP & GM of Ads Privacy and Safety, said in a statement:
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Business email address Subscribe Processing...Deep dive. Read Google’s 2023 Ads Safety Report in full for more information.