Google’s presence in display ads over the last 15 years is rife with ad fraud, malware and content scammers. Here’s what the company is doing to make the web safer and to protect advertiser brands.

THE DISPLAY ADS PURGE: 2017 in numbers

To clean up its act, Google has gone up a significant display ads purge. Investing in technology, and better processes, the company took down 100 bad ads/second – that’s 3.2 billion ads that violated Google policies.

Committing Display Ads Fraud

(I was searching for an image that represented the theme of this post. How could I pass up on this one! He’s even got glasses!)

Here are some other numbers from their post:

  • Blocked 79 million ads that were directing traffic to malware sites
  • Removed 400,000 unsafe sites
  • 66 million ‘trick-to-click’ ads
  • 48 million ads that tried to install unwanted software
  • 320,000 publishers removed
  • 90,000 websites and 700,000 mobile apps blacklisted
  • $ 12.6 billion paid to publishing partners
  • 12,o00 websites blocked for ‘scraping’ content

Aside from Google’s sheer scale on display ads, what’s amazing to see is a progressive policy towards the latest consumer trends – new policies will address ads in speculative currency (cryptocurrency), gambling and rehabilitation facilities. Google considers removing harmful ads a top priority – and it’s no surprise why.

WHY THIS MOVE HAS PRECENDENTS

It was not too long ago when Facebook admitted they should have taken fake news (among other things) seriously. While Facebook is a social platform with better controls, Google’s ad business has significantly larger reach…and lesser control.

It’s not the first time that Google has had issues with the quality of the ads being served. A cursory search led to these news articles:

Over the last two years, Google has faced several issues with the kind of ads on its network. And, its a sign of times, that networks as big as Google, are recognizing the potency to sway consumer opinions and behaviour.