Tag Archives: Ads

Enabling a Safe Digital Advertising Ecosystem

Google has a crucial stake in a healthy and sustainable digital advertising ecosystem—something we've worked to enable for nearly 20 years. Every day, we invest significant team hours and technological resources in protecting the users, advertisers and publishers that make the internet so useful. And every year, we share key actions and data about our efforts to keep the ecosystem safe by enforcing our policies across platforms.

Bad ads taken down

Dozens of new ads policies to take down billions of bad ads

In 2018, we faced new challenges in areas where online advertising could be used to scam or defraud users offline. For example, we created a new policy banning ads from for-profit bail bond providers because we saw evidence that this sector was taking advantage of vulnerable communities. Similarly, when we saw a rise in ads promoting deceptive experiences to users seeking addiction treatment services, we consulted with experts and restricted advertising to certified organizations. In all, we introduced 31 new ads policies in 2018 to address abuses in areas including third-party tech support, ticket resellers, cryptocurrency and local services such as garage door repairmen, bail bonds and addiction treatment facilities.

We took down 2.3 billion bad ads in 2018 for violations of both new and existing policies, including nearly 207,000 ads for ticket resellers, over 531,000 ads for bail bonds and approximately 58.8 million phishing ads. Overall, that’s more than six million bad ads, every day.

Ticket Resellers

As we continue to protect users from bad ads, we’re also working to make it easier for advertisers to ensure their creatives are policy compliant. Similar to our AdSense Policy Center, next month we’ll launch a new Policy manager in Google Ads that will give tips on common policy mistakes to help well-meaning advertisers and make it easier to create and launch compliant ads.

Taking on bad actors with improved technology

Last year, we also made a concerted effort to go after the bad actors behind numerous bad ads, not just the ads themselves. Using improved machine learning technology, we were able to identify and terminate almost one million bad advertiser accounts, nearly double the amount we terminated in 2017. When we take action at the account level, it helps to address the root cause of bad ads and better protect our users.

In 2017, we launched new technology that allows for more granular removal of ads from websites when only a small number of pages on a site are violating our policies. In 2018, we launched 330 detection classifiers to help us better detect "badness" at the page level—that's nearly three times the number of classifiers we launched in 2017. So while we terminated nearly 734,000 publishers and app developers from our ad network, and removed ads completely from nearly 1.5 million apps, we were also able to take more granular action by taking ads off of nearly 28 million pages that violated our publisher policies. We use a combination of manual reviews and machine learning to catch these kinds of violations.

Addressing key challenges within the digital ads ecosystem

From reports of “fake news” sites, to questions about who is purchasing political ads, to massive ad fraud operations, there are fundamental concerns about the role of online advertising in society. Last year, we launched a new policy for election ads in the U.S. ahead of the 2018 midterm elections. We verified nearly 143,000 election ads in the U.S. and launched a new political ads transparency report that gives more information about who bought election ads. And in 2019, we’re launching similar tools ahead of elections in the EU and India.

We also continued to tackle the challenge of misinformation and low-quality sites, using several different policies to ensure our ads are supporting legitimate, high-quality publishers. In 2018, we removed ads from approximately 1.2 million pages, more than 22,000 apps, and nearly 15,000 sites across our ad network for violations of policies directed at misrepresentative, hateful or other low-quality content. More specifically, we removed ads from almost 74,000 pages for violating our “dangerous or derogatory” content policy, and took down approximately 190,000 ads for violating this policy. This policy includes a prohibition on hate speech and protects our users, advertisers and publishers from hateful content across platforms.  


How we took down one of the biggest ad fraud operations ever in 2018

In 2018, we worked closely with cybersecurity firm White Ops, the FBI, and others in the industry to take down one of the largest and most complex international ad fraud operations we’ve ever seen. Codenamed "3ve", the operation used sophisticated tactics aimed at exploiting data centers, computers infected with malware, spoofed fraudulent domains and fake websites. In aggregate, 3ve produced more than 10,000 counterfeit domains, and generated over 3 billion daily bid requests at its peak.

3ve tried to evade our enforcements, but we conducted a coordinated takedown of their infrastructure. We referred the case to the FBI, and late last year charges were announced against eight individuals for crimes including aggravated identity theft and money laundering. Learn more about 3ve and our work to take it down on our Security Blog, as well as through this white paper that we co-authored with White Ops.


We will continue to tackle these issues because as new trends and online experiences emerge, so do new scams and bad actors. In 2019, our work to protect users and enable a safe advertising ecosystem that works well for legitimate advertisers and publishers continues to be a top priority.

Source: Google Ads


Change to the Google Ads API and the AdWords API Showcase Ads Clicks Reporting

Update (Feb 21, 2019): clarified wording of the Clicks impact.
On February 27, 2019, the data returned in the Clicks metric for Showcase ads will change in order to more accurately show you the interactions with products via Showcase ads in reporting.

In the AdWords API and the Google Ads API, the Clicks metric (clicks for Google Ads API) will change for the Shopping Performance Report and the Product Partition Report (product_group_view for Google Ads API) as follows:
  • Current reporting: Clicks only include charged clicks.
  • New reporting: Clicks will report all clicks, including free clicks. As a result, you may see a change in the number of reported clicks.
If you have questions, please reach out to us on the forum.

Upgrade Dynamic Search Ads in AdWords API and Google Ads API by March 6, 2019

Upgrade your AdWords API and Google Ads API ads to use ExpandedDynamicSearchAd (EXPANDED_DYNAMIC_SEARCH_AD) instead of DynamicSearchAd (DYNAMIC_SEARCH_AD) by March 6, 2019. After March 6th, creating these ads through the APIs will fail with an AdGroupAdError.CANNOT_CREATE_DEPRECATED_ADS error, while updating them will result in an AdError.CANNOT_MODIFY_AD error. Existing DynamicSearchAds will continue to serve.

An ExpandedDynamicSearchAd goes beyond automating just headlines and adds the advantage of automating display URLs, so that the subdomain of your ad matches the subdomain of your landing page. In addition, Google Ads will add a path when it expects the path to outperform a plain URL. In order to increase the performance for all our advertisers, Google Ads is moving everyone to the newer format.

If you have any questions while upgrading, please reach out to us on our forum.

Protecting what we love about the internet: our efforts to stop online piracy

The internet has enabled people worldwide to connect, create and distribute new works of art like never before. A key part of preserving this creative economy is ensuring creators and artists have a way to share and make money from their content—and preventing the flow of money to those who seek to pirate that content. Today, we're releasing our latest update on those efforts..

Our 2018 "How Google Fights Piracy" report explains the programs, policies, and technology we put in place to combat piracy online and ensure continued opportunities for creators around the world.

We invest significantly in the technology, tools and resources that prevent copyright infringement on our platforms. We also work with others across the industry on efforts to combat piracy. These efforts appear to be having an effect: around the world, online piracy has been decreasing, while spending on legitimate content is rising across content categories.

Here are a few of our findings from this year's Piracy report:

  • $3 billion+:The amount YouTube has paid to rights holders who have monetized use of their content in other videos through Content ID, our industry-leading rights management tool.
  • $100 million+: The amount we’ve invested in building Content ID, including staffing and computing resources.
  • $1.8 billion+:The amount YouTube paid to the music industry from October 2017 to September 2018 in advertising revenue alone
  • 3 billion+:The number of URLs that were removed from Search for infringing copyright since launching a submission tool for copyright owners and their agents.
  • 10 million+:The number of ads that were disapproved by Google in 2017 that were suspected of copyright infringement or that linked to infringing sites.

As we continue our work in the years ahead, five principles guide our substantial investments in fighting piracy:

Create more and better legitimate alternatives: Piracy often arises when it's difficult for consumers to access legitimate content. By developing products that make it easy for users to access legitimate content, like Google Play Music and YouTube, Google helps drive revenue for creative industries and give consumers choice.

Follow the money: As the vast majority of sites dedicated to online piracy are doing so to make money, one way to combat them is to cut off their supply. We prevent actors that engage in copyright infringement from using our ads and monetization systems and we enforce these policies rigorously.

Be efficient, effective, and scalable: We strive to implement anti-piracy solutions that work at scale. For example, as early as 2010, we began making substantial investments in streamlining the copyright removal process for search results. As a result, these improved procedures allow us to process copyright removal requests for search results at the rate of millions per week.

Guard against abuse: Some actors will make false copyright infringement claims in order to have content they don't want online taken down. We’re committed to detecting and rejecting bogus infringement allegations, such as removals for political or competitive reasons.

Provide transparency: We’re committed to providing transparency. In our Transparency Report, we disclose the number of requests we receive from copyright owners and governments to remove information from our services.

Today, our services are generating more revenue for creators and rights holders, connecting more people with the content they love, and doing more to fight back against online piracy than ever before. We’re proud of the progress this report represents. Through continued innovation and partnership, we’re committed to curtailing infringement by bad actors while empowering the creative communities who make many of the things we love about the internet today.

Source: Search


Introducing a new transparency report for political ads

We first launched our Transparency Report in 2010 with the goal of fostering important conversations about the relationship between governments, companies, and the free flow of information on the internet.

Over the years, we’ve evolved the report, adding sections about content removed from Google Search due to European privacy laws, adoption of encryption on websites (HTTPS), and more. And today, we’re adding another new section to our Transparency Report: Political Advertising on Google.

Earlier this year, we took important steps to increase transparency in political advertising. We implemented new requirements for any advertiser purchasing election ads on Google in the U.S.—these advertisers now have to provide a government-issued ID and other key information that confirms they are a U.S. citizen or lawful permanent resident, as required by law. We also required that election ads incorporate a clear “paid for by” disclosure. Now, we’re continuing to roll out new transparency features with the addition of the political advertising report as well as a new political Ad Library.

political advertising transparency report locations

The new political advertising section in our Transparency Report shows how much money is spent across states and congressional districts

The new political advertising report shows who buys federal election ads in the U.S., how much money is spent across states and congressional districts on such ads, and who the top advertisers are overall. We designed this report for anyone interested in transparency—the information is searchable and downloadable, so that you can easily access and sort through the data. We’re updating the report every week, so as we head into election season, anyone can see new ads that get uploaded or new advertisers that decide to run Google ads.

political advertising transparency report top keywords

The new political advertising section in our Transparency Report

Meanwhile, our new, searchable election Ad Library shows things like which ads had the highest views, what the latest election ads running on our platform are, and deep dives into specific advertisers’ campaigns. In addition, the data from the report and Ad Library is publicly available on Google Cloud’s BigQuery. Using BigQuery’s API, anyone can write code and run their own unique queries on this data set. Researchers, political watchdog groups and private citizens can use our data set to develop charts, graphs, tables or other visualizations of political advertising on Google Ads services. Together with the Transparency Report, we hope this provides unprecedented, data-driven insights into election ads on our platform.

Even though the political advertising report and Ad Library provide many new insights, we know there is more work to be done. We’re working with experts in the U.S. and around the world to explore tools that capture a wider range of political ads—including ads about political issues (beyond just candidate ads), state and local election ads, and political ads in other countries. We’re also continuing to share our Protect Your Election tools to safeguard campaigns from digital attacks. As we approach the 2018 midterm elections in the U.S, we’ve introduced new tools to help protect political campaigns, provide voters with accurate information, and increase transparency on our platforms, and we’ll continue to do more.

New brand, new home: Where to find Google Marketing Platform online

When we brought together DoubleClick and the Google Analytics 360 Suite under Google Marketing Platform, we knew we had to make some changes to our websites, blogs and social media channels too. Now, the resources you’ve been reading and visiting over the years have been updated to reflect our new brand, so you can find the latest news, tips and more on our advertising and analytics solutions in one spot.

First, you should know that we’ve moved our content and product information to marketingplatform.google.com. You’ll also find product sign-in links there. (Those bookmarks you have for the old DoubleClick and Google Analytics websites should automatically redirect you.)

We’ve also launched new and improved blogs, with information for our product users and enterprise customers. We’ll be regularly updating them with product news and digital marketing insights. Bookmark us.

Of course, you can also connect with Google Marketing Platform on social:
You’ll find customer stories, major product announcements, research, reports and other advertising and analytics content intended for large enterprises.

Thanks for following DoubleClick on this blog and on social over the years. We hope you like our new home!

Posted by Karen Budell
Content Marketing Manager, Google Marketing Platform

Upgrade to Gmail ads from Gmail template ads

On August 15, 2018, creating TemplateAds with IDs 464 (Gmail single promotion template), 466 (Gmail multi-product template), and 497 (Gmail multi-call-to-action template) will result in the error: AdError.Reason.USER_DOES_NOT_HAVE_ACCESS_TO_TEMPLATE. These template ads are now considered deprecated, but existing template ads with these IDs will continue to serve after this date.

If you would like to create a Gmail ad, use the new GmailAd introduced in v201802. Use this new entity instead of the deprecated Gmail template ads going forward.

Here are some tips to ease the transition:
  • Create new GmailAds in a paused campaign with the AdvertisingChannelType as DISPLAY and the AdvertisingChannelSubType as DISPLAY_GMAIL_AD.
  • Use MediaService to upload images or retrieve existing media IDs.
  • Enable the new campaign when the ads are ready, letting it run in parallel with the Gmail template ad campaign.
  • Pause and remove the Gmail template ad campaign when you’re comfortable with the new Gmail campaign.
For an implementation example, see the Add a Gmail ad to an ad group sample in any of our supported client libraries: Java, PHP, Python, Ruby, Perl, C#, and VB.NET.

If you have questions while you’re upgrading, please reach out to us on the AdWords API forum.

Drive stronger collaboration with Display & Video 360

Two weeks ago, we announced that we’re unifying our DoubleClick advertiser products and the Google Analytics 360 Suite under one brand: Google Marketing Platform. We also introduced Display & Video 360 as a key part of Google Marketing Platform. Display & Video 360 is a single, integrated product that helps creative, data and media teams work together to execute end-to-end ad campaigns.

Today, we’re sharing more about Display & Video 360, including how it helps marketers collaborate across teams, gain transparency and control over their investments, and use the latest advances in machine learning and automation to get better results. Read on to learn more, or watch the live stream from our Google Marketing Live event happening later today in San Jose, CA.

About Display & Video 360

Display & Video 360 brings together features from DoubleClick Bid Manager, Campaign Manager, Studio, and Audience Center in a single product.

So what does that mean?

First, Bid Manager will soon become Display & Video 360. This will happen automatically—customers won’t have to take any action and campaigns will continue to run uninterrupted. Second, Display & Video 360 is organized around five integrated modules that work together to simplify the end-to-end campaign process: Campaigns, Audiences, Creatives, Inventory and Insights.

These new modules reflect the fact that Display & Video 360 offers more than just Bid Manager’s programmatic capabilities. It also includes the campaign management, cross-platform measurement, creative and audience capabilities that are currently part of DoubleClick Campaign Manager, Studio and Audience Center. (Don’t worry, these products aren’t going anywhere right away—we’ll gradually transition customers of these products to Display & Video 360 in the future as additional features become available.)

By bringing these solutions together, Display & Video 360 enables marketers to fully manage their reservation, programmatic and programmatic guaranteed campaigns across display, video, TV, audio and other channels, all in one place. And using a single product to manage advertising campaigns and workflows end-to-end offers significant advantages compared to a more piecemeal approach.

Collaboration across teams

We know that getting a successful ad campaign up and running requires media, creative, data and analytics teams to work closely together along the whole journey. In fact, recent data from Google’s Media Lab—the team that manages all of Google's advertising campaigns—shows a 1.5X improvement in campaign performance when creative strategies and design are aligned to media, compared to when creative is built in a silo.1 But today, the typical digital campaign workflow is complex and manual, involving handoffs across multiple people, organizations and products—which makes it really hard to collaborate.

Display & Video 360 changes that. It helps teams share campaign data and insights at each step of the process, so they can work together to plan campaigns, design and manage creative, organize and create audience segments, find and transact inventory, then measure and optimize results.

“Running digital marketing for Major League Baseball is a unique opportunity because we cover all 30 MLB teams and a total of 2500 games each year. Display & Video 360 helps us to achieve the scale we need to meet this demand because it allows our creative, campaign management and analytics teams to collaborate really well. For example, our analytics team can share feedback on creative performance much faster than before, and then this feedback can easily be applied to many campaigns at once.”
-Barbara McHugh, SVP, Marketing, Major League Baseball

Transparency and control

With Display & Video 360 you can see precisely how your money is being spent and know exactly where your ads are running—across all of your campaigns. Understanding how your marketing is performing in real time gives you more control. You can quickly see what’s working and what’s not, and then make informed decisions to adjust your tactics and improve campaign performance.

Buying media through a single platform like Display & Video 360 also leads to better results—as measured in terms of both reach and efficiency. For example, Nielsen found that marketers who consolidated their traditional reservation deals with their programmatic guaranteed deals in a single buying platform increased their reach of unique consumers by an average of 11 percent—for the same investment in impressions.2 In another recent study, BCG found that programmatic guaranteed deals are 29 percent more efficient for agencies than traditional reservation deals measured in hours spent on deal set-up and management.3

“By consolidating all of our campaigns in Display & Video 360, we can easily control how many consumers we reach and how often we reach them. This means we don’t have to worry about wasted impressions or a bad consumer experience from people seeing our ads too many times. Instead, we can direct that investment to reach more of the people who are likely to fly with us.”
-Justyna Valente, Digital Marketing Manager, TAP Portugal

Faster, smarter marketing

According to a recent study of global marketing organizations by Bain & Company, speed in decision making separated the leaders—the top 20 percent of respondents based on revenue and market share growth—from the laggards, who represent the bottom 20 percent. Marketing laggards are 1.7X more likely to be held back by slow decision making4, while marketing leaders are using technology to surface trends and patterns in near-real time so they can deliver more relevant marketing with speed to assist consumers at the right moment.

Display & Video 360 takes advantage of Google’s unique capabilities in machine learning to automate tasks like bidding and optimization, so you can respond to users’ needs faster. Built-in intelligence across the product automatically surfaces insights and recommendations—such as where to shift budget to improve campaign performance—so you can act quickly to achieve your goals.

Tune in to learn more

Display & Video 360 will begin rolling out to all Bid Manager customers in late July. We’re excited to introduce this end-to-end advertising solution as part of Google Marketing Platform, and we’re eager to hear your feedback.

Please join me for the live streamed keynote at Google Marketing Live today at 9:00 a.m. PT / 12:00 p.m. ET or watch the recording after the event. I’ll be sharing more about Display & Video 360, including demos of some of the new features.

Posted by Payam Shodjai
Director, Product Management, Google Marketing Platform

1. Based on Q4'17-Q1'18 internal Google data.
2. Based on a Google-commissioned Nielsen study, May-Dec. 2017.
3. Based on a Google-commissioned BCG report, “A Guaranteed Opportunity in Programmatic Advertising,” July-Sept. 2017.
4. Bain/Google Marketing Leaders Study, Nov. 2017.