Google Goes After Individual Pages That Violate Brand Safety, Not Entire Sites
16 May, 2017, 07:30
Alphabet Inc (NASDAQ:GOOGL) has introduced a fresh ad policy that will focus on page-by-page rather than the entire website. Through the AdSense platform, publishers can customize where ads appear and even block ones that aren't suitable. For advertising to be effective, it has to be aligned with quality content. Google is allowing publishers to use AdSense code on pages where there are violent imagery and racial intolerance.
After advertisers started pulling, or threatening to pull, ads from YouTube and the Display Network after ads were found running on hateful and extremist content in March, Google quickly set forth a number of brand safety initiatives.
Google announced two changes to its AdSense network today that it says will increase transparency about how it deals with violations and removes ads from websites.
So instead of kicking out an entire site that violates a Google policy, Google will remove individual pages from a publisher's site that violate Google policies. Taking down ads only on the pages that violate company policy means publishers will not be in danger of ads wash out in their websites or blogs. We'll still use site-level actions but only as needed.
"Policies play an important role in protecting the open web".
Scott Spencer, director of product management, sustainable ads, for Google, said in a phone interview last week that the technology can take action at a more granular level and more quickly.
He, however, said that publishers will be terminated in case of persistent violation of its policy.
Faced with backlash over ads showing up next to offensive content Google has been changing the way advertisements are displayed on YouTube, which has resulted in many YouTube creators seeing a big decline in their advertising revenue, reported TechCrunch. Advertising is the cornerstone of Google's business, but with AdSense in particular it relies on publishers to sign up to receive Google-derived ads on their sites - Google said that it paid out $11 billion to publishers in advertising revenue previous year alone.
In the new policy center section, publishers will be able to see details on any site-level or page-level enforcement. "The Policy Center also makes it easy for publishers to tell us when policy issues have been resolved and their pages are ready for review", wrote Spencer.
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