Google blocked 780m 'bad ads' in 2015. Woah
Bad ads aren’t only fraudulent. Last year, Google disabled 780 million ads for infractions such as promoting counterfeit products and being too close to mobile buttons.
Earlier this week, we covered Association of National Advertisers (ANA) and White Ops research that estimated ad fraud would cost advertisers $7.2 billion this year. But while fighting bad ads is usually associated with organizations like the Trustworthy Accountability Group (TAG), fraudulent ads aren’t the only bad ones.
Yesterday, Google released its Better Ads Report 2015, highlighting all the moves it made last year to fight other varieties of bad ads.
The search giant has a laundry list of restrictions, such as ads for counterfeit products; ads promoting low-quality sites strictly focused on generating traffic; and ads that contain malware. In 2015, 780 million of those ads were disabled through a combination of algorithms and Google’s team of more than 1,000 ad reviewers.
Some of the main perpetrators include:
In addition to its massive team, Google also disabled so many bad ads, in part because of feedback. A feature called “Mute This Ad” allows users to opt out of ads and tell the search giant why – in 2015, 4 billion users shared their opinions. People can also file their interests, ensuring more relevant ads.
Google vowed that it would continue to battle bad ads, with refined restrictions on suspect weight loss products and new protections against malware and bots.
The Interactive Advertising Bureau (IAB), too, will continue to work in this area and are in fact meeting next week in Palm Springs, California, to discuss the industry’s future at the annual Leadership Meeting.