Since 1998, Google has determined the importance of pages around the entire World Wide Web and organized this vast amount of data to give users a simple way to prioritize information. Today, the company has over 60,000 employees and operates websites such as YouTube, Android, and their original search engine. Marketers love the ability to advertise on Google and its partner sites, and are able to target customers via keywords, topics, placements, demographics, locations, and devices. With these capabilities, hackers and other organizations can sometimes use these services to take advantage of web users.
Last year, Google blocked 1.7 billion “bad ads” and removed many websites from their search results. Some of these ads were created to mislead customers on products or the purpose of downloads. Other banned advertisements include payday loans which have interest rates above 36%. This move in particular, affecting five million ads, was predicted to cause millions of dollars in lost revenue. Google also took their own stand against “fake news”, or websites which claimed to have certain stories but took users to their sales websites. Other removed websites were designed to impersonate legitimate news organizations or misrepresented their content.
A large portion of these banned ads included malware, which is software with the ability to damage or disable certain applications, software programs, or even infrastructures. Advertisements that were illegal because they were for counterfeit goods or violated healthcare or gambling laws accounted for a larger portion than they did in 2015, and Google worked hard to remove those as well.
Other changes to Google‘s advertisements debuting this year include:
- Removing support for flash ads.
- Removing the converted click metric which advertisers used for measurement of their ad’s success. This will be replaced with a more sophisticated metric.
- Increasing text capacity in advertisements.
- Introducing bulk editing features.
- Introducing local search ads to Google Maps.
- Introducing responsive display ads which will be created by Google to adapt to their placements.
- Allowing users to bid on devices differently.
We look forward to seeing how Google will continue to innovate their processes for filtering advertisements and content. As illegal, misleading, or harmful content becomes easier to disguise, the company will have to develop a strong defense method. Stay tuned to our blog for more information on industry news, company achievements, and more!
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