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Bad Ads, Google's digital advertising report

Digital advertising plays an important role in making the web what it is today. In order for this free and advertising-supported model to work for everyone, it is necessary for the web to be a safe and adequate place to learn, create and advertise digitally. Unfortunately, for, not always so.

Digital advertising plays an important role in making the web what it is today. In order for this free and advertising-supported model to work for everyone, it is necessary for the web to be a safe and adequate place to learn, create and advertise digitally. Unfortunately, for, not always so. And negative experiences make users lose confidence.Scott Spencer, Director of Sustainable Ads from Google, tells what Big G has done in the last 15 years to fight against Bad Ads, the "bad" digital advertising. "We have invested in qualified personnel, technology and specific standards to combat advertising fraud, malware and deceptive content. And in the last year we have been able to remove a large number of malicious operators from our advertising ecosystem, higher in number than in previous years and at a higher speed.

100 irregular announcements per second removed

In 2017 we have removed over 3.2 billion advertising that violated our advertising policies, which equates to a rate of 100 irregular advertisements per second. This means that we can block most negative advertising experiences, such as the spread of malware and phishing, before they have an impact on people. We also have blocked 79 million ads that, within our network, tried to direct people to websites that hosted malware, and during the year we removed 400,000 of these unsafe websites. We have also eliminated 66 million of trick-to-click advertising (ie that induce us to click on an image with misleading purposes) and even 48 million advertisements that tried to make users install unwanted software.

A new technology to protect advertisers

Last year, we have removed from our advertising network 320,000 publishers that violated our rules for advertising hosts. We have also blocked around 90,000 websites and 700,000 mobile apps. We have also introduced a new technology that allows us to remove ads from over 2 million URLs every month within the Google network. The technology that allows the application of rules at the page level allows us to better protect our advertisers, removing more advertisements from a greater number of sites, and at the same time reducing the impact on legitimate publishers.

This new technology is fundamental to apply on a large scale the rules that prohibit monetizing through inappropriate or controversial content. After extending, in April 2017, the rule that regulates derogatory or dangerous content so as to include other forms of discrimination and intolerance, we have removed Google's 8,700-page ads that violated our extended norm.

Contrast to deceptive online content

Many website owners make their sites and content profitable by hosting advertisements through our platforms such as AdSense. Last year, we paid 12.6

billions of dollars to publishers using our network. However, to make money with Google ads, you need to respect the rules, which means respecting users first.

Our publisher policies have been created to help us maintain this balance even with the evolution of online trends. For example, in recent years we have seen an increase in the number of scammers trying to take advantage of the growing popularity of online news. Websites that are part of our advertising network are not allowed to be monetized on misleading content. In essence, it means that you cannot pretend to be a legitimate London-based news site if you are actually a scammer who works with deceptive content in another city. In 2017, we found that a small number of publishers were responsible for most of these violations. Of the 11,000 websites we reviewed for a possible violation of the deceptive content policy, we have blocked over 650 and have eliminated 90 publishers from our network.

More and more often, we are witnessing violations of our content appropriation policies (Scraping). This type of violation occurs when someone tries to earn quickly by copying news or content from other sites. In 2017, we have blocked over 12,000 websites for copying and duplicating content from other sites, up from 10,000 in 2016.

An advertisement with the title Ellen DeGeneres adopts an elephant baby would you want to read it? Probably s. In recent years, some attackers have tried to sell deceptive diet pills and recipes to lose weight, through advertisements that seem sensationalist news, but that actually led back to a site that sold a different product and was not linked to the news. a procedure called tabloid cloaking and last year we suspended more than 7,000 AdWords accounts accused of violating the relevant rule. In 2016 there were 1,400.

New rules to combat emerging threats

We are constantly updating our policies every time we see new threats emerge. Last year, we have added 28 new rules for advertisers and another 20 rules for publishers, just to be able to counter these new threats and improve the online advertising experience. This year, moreover, we are increasing the rules relating to the advertising of unregulated and speculative financial products, such as binary options, cryptocurrencies, the exchange of foreign currency and contracts for difference (CFD). We have also updated our rules on gambling to cope with new methods of betting with objects that have a tangible value (for example, skin gambling). And we will introduce a new certification process for rehabilitation facilities, allowing legitimate facilities in the industry to connect with users who need them.

Our work to protect the advertising ecosystem does not stop there: a continuous commitment. With the evolution of online trends, and as our methods to protect open webs improve, even online scams evolve. Improving the advertising experience on the web and removing dangerous or intrusive advertising remains a priority for us.

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