Google has taken strong action against fraudulent accounts and ads in 2023, according to its Ads Safety Report. The tech giant suspended a staggering 12.7 million advertiser accounts, almost double the number from the previous year. Additionally, it blocked or removed 5.5 billion ads that violated its policies.
The crackdown on fraudulent accounts is crucial for brand safety and consumer confidence in online transactions. However, there is a potential risk associated with Google’s use of artificial intelligence (AI) to identify and suspend accounts. There is a chance that genuine advertisers and ads may be mistakenly suspended.
In the report, Google outlined some key findings. It blocked or removed 206.5 million advertisements for violating its misrepresentation policy, which includes various scam tactics. It also took action against 273.4 million ads that violated its financial services policy. Additionally, Google blocked or removed over 1 billion ads that promoted malware.
To ensure a safer online environment, Google blocked or restricted ads from serving on more than 2.1 billion publisher pages. It also took enforcement action on over 395,000 publisher sites, a significant increase from the previous year.
To counter the rising threat of scams and fraud, Google deployed 31 updates to its Ads and Publisher policies. These updates included improving suitability controls for advertisers to exclude certain topics across YouTube and Display inventory. Google also launched the Ads Transparency Center, allowing users to easily search and find ads from verified advertisers across various platforms.
AI played a crucial role in Google’s 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 are detected.
Looking ahead, Google did not provide specific details about future updates in 2024. However, the company confirmed its commitment to investing in policy, detection, and enforcement.
If advertisers disagree with Google’s decisions and believe their ads did not violate policies, they have the option to appeal. Google will review the appeal and make corrections if it determines that an incorrect decision was made, using these instances to enhance its systems.
Duncan Lennox, VP & GM of Ads Privacy and Safety at Google, emphasized the role of AI in the company’s efforts. Lennox stated that AI is improving enforcement on all fronts, with over 90% of publisher page level enforcement starting with the use of machine learning models.
Google’s Ads Safety Report provides a deep dive into its actions against fraudulent accounts and ads. It is a comprehensive resource for those seeking more information on the company’s efforts.
In conclusion, Google’s strong actions against fraudulent accounts and ads in 2023 demonstrate its commitment to brand safety and consumer protection. With the use of AI, Google aims to identify and suspend bad actors before they can harm users. While there may be some risks associated with AI’s potential for mistakenly suspending genuine advertisers, Google’s commitment to policy updates and appeals processes shows its dedication to improving its systems.
