Google has announced a significant update to its Search Partner Network by eliminating the opt-out option for advertisers. This move gives advertisers more control over ad placement within the network, providing them with better insights and the ability to address concerns about their ads being placed near inappropriate content.
Starting from March 4, advertisers using Performance Max will have access to impression-level placement reporting of Search Partner Network sites. This means that they will have detailed information about where their ads are being displayed within the network. Additionally, any exclusions made at the account level will now apply to the Search Partner Network, as well as YouTube and display ads.
The decision to make these changes comes after an Adalytics report accused Google of quietly placing search ads on inappropriate non-Google websites through the Search Partner Network. These websites reportedly contained pornographic, sanctioned, and pirated content. However, Google denied these claims, stating that Adalytics has a history of publishing inaccurate reports that misrepresent their products.
Before the Adalytics report was published in November, all Performance Max campaigns were automatically opted into the Search Partner Network and could not opt out. For other campaigns, being opted into search partners was the default setting, but advertisers had the option to opt out. In response to the report, Google temporarily allowed Performance Max users to opt out of search partner inventory until March 1. However, this option is now being removed, and advertisers are being provided with unprecedented insights and control over ad placement within the Search Partner Network.
The Search Partner Network consists of websites and apps that collaborate with Google to display search ads. This network extends beyond traditional search platforms and includes major Google properties such as YouTube and Google Discover. It also includes numerous other websites that may not be directly associated with typical search activities.
Google claims that campaigns are opted into the Search Partner Network because they see a measurable improvement in clicks and conversion when advertisers extend their reach to these sites. Opting into the network allows advertisers to reach customers on platforms like YouTube.
Adalytics, the company that published the report accusing Google of placing ads on inappropriate websites, is a crowd-sourced advertising performance optimization platform. It was set up to review and improve the digital advertising landscape.
Overall, these updates from Google give advertisers more control and insights into the placement of their ads within the Search Partner Network. This allows them to address concerns about their ads appearing near inappropriate content, protecting their brand reputation. With access to impression-level placement reporting and the ability to apply exclusions at the account level, advertisers can ensure that their ads are displayed in a way that aligns with their brand values.
