Last year Google announced that in 2016, they removed 1.7 billion ads that violated their policies and this year, Google has announced that they took down more than 3.2 billion ads.

Google ensures the integrity of their ads ecosystem, and ensuring that people who interact with their ads have a safe and positive experience is something they remain committed to. It’s an ongoing investment for Google, and they do this in the following three ways:

  • People: They have thousands of people at Google dedicated to helping in this area
  • Policies: Their policies are their principles around what they allow to be monetised. They dictate what ads are acceptable, and what aren’t acceptable.
  • Technology: Their technology helps to detect policy violations, new threats and disable those threats, the majority of which are done before people, publishers and advertisers are ever impacted.

Google is also becoming more proactive by doing the following three things:

1) Removing more ads and publishers with new technology

  • There has been an increase in bad ads/sites removed in 2017 compared to 2016. This is because they are using new technology to remove more bad ads and sites.
  • In 2017, they removed 320,000 bad publishers from their ad network (up from 100,000 in 2016). They also blocked nearly 90,000 websites and 700,000 mobile apps for policy violations.
  • For example with page-level enforcement – Page level enforcement allows them to take action on even more violations at the source of the violation and minimise the revenue impact on legitimate publishers – as they take action on the page as opposed to the whole site.
  • As a result of this technology, they removed Google ads from over 2 million URLs each month.

2) Fighting deceptive and controversial content in their ad network

  • Deceptive content is always changing as bad actors try to game the system. So they regularly review, change and expand their policies, evolving what they allow and what they don’t as socio-cultural trends evolve and new trends emerge.
  • An example of this is their Adsense policy introduced in late 2016 to take action on ads on misrepresentative content. Google have had long-standing policies prohibiting AdSense publishers from running ads on sites with dishonest content. For example, a site where you can buy fake diplomas or plagiarised term papers and this new policy allows them to take action on sites for misrepresenting themselves or deceiving users with their content.
  • This matters because policy changes like this update help’s them to remove the economic incentives these sites have to create and spread deceptive content online.
  • And it’s working! In 2017, Google noticed that this specific type of scam steadily declined on their networks as the year progressed: In a single month in 2016, they reviewed more than 1,200 sites for potentially violating their new misrepresentative content policy and terminated 200 publishers. Throughout all of 2017, they reviewed over 11,000 websites for potentially containing misrepresentative or misleading content and suspended more than 650 websites and terminated 90 publishers from our ad network.

3) Changes they will make this year to continue to keep Google’s ads and ads networks safe and effective for people, advertisers, and publishers

  • In 2017, they added 28 new advertiser policies and 20 new publisher policies to combat new threats and improve the ads experience online.
  • In 2018, they will introduce several new policies to protect users online that will address ads in unregulated, overly complex, or speculative financial products like binary options, cryptocurrency, foreign exchange markets and contracts for difference (or CFDs).
  • They have already updated their gambling policies to address new methods of gambling with items that have real-world value (e.g., skins gambling).

As Google implement these new changes, the Google ad’s network becomes a lot safer, resulting in websites and blogs not having to worry about the ads that appear via Google’s Adsense program.


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