Tag Archives: Ads

Our commitments for the Privacy Sandbox

We all expect a more private and secure web. The Privacy Sandbox initiative aims to help build it by developing new digital advertising tools to protect people’s privacy and prevent covert tracking, while supporting a thriving ad-funded web. From the start of this project, we have been developing these tools in the open, and sought feedback at every step to ensure that they work for everyone, not just Google. As many publishers and advertisers rely on online advertising to fund their websites, getting this balance right is key to keeping the web open and accessible to everyone. 


So when the United Kingdom’s Competition and Markets Authority (CMA) announced its formal investigation of the Privacy Sandbox in January, we welcomed the opportunity to engage with a regulator with the mandate to promote competition for the benefit of consumers. 


This process has also recognized the importance of reconciling privacy and competition concerns. In a first-of-its-kind review involving converging regulatory authorities and expertise, the United Kingdom’s privacy regulator, the Information Commissioner’s Office (ICO), is working collaboratively with, and providing direct input to, the CMA on Google’s approach.


Today we are offering a set of commitments — the result of many hours of discussions with the CMA and more generally with the broader web community — about how we’ll design and implement the Privacy Sandbox proposals and treat user data in Google’s systems in the years ahead. The CMA is now asking others in the industry for feedback on these commitments as part of a public consultation, with a view to making them legally binding. If the CMA accepts these commitments, we will apply them globally. 


The commitments


Consultation and collaboration  

Throughout this process, we will engage the CMA and the industry in an open, constructive and continuous dialogue. This includes proactively informing both the CMA and the wider ecosystem of timelines, changes and tests during the development of the Privacy Sandbox proposals, building on our transparent approach to date. We will work with the CMA to resolve concerns and develop agreed parameters for the testing of new proposals, while the CMA will be getting direct input from the ICO.  


No data advantage for Google advertising products 

Google has always had policies and practices to safeguard the use of people’s data. And we have explicitly stated that once third-party cookies are phased out, we will not build alternate identifiers to track individuals as they browse across the web, nor will we use such identifiers in our products. 


Building on this principle, the commitments confirm that once third-party cookies are phased out, our ads products will not access synced Chrome browsing histories (or data from other user-facing Google products) in order to track users to target or measure ads on sites across the web. 


Further, our ads products will also not access synced Chrome browsing histories or publishers' Google Analytics accounts to track users for targeting and measuring ads on our own sites, such as Google Search. 


No self-preferencing

We will play by the same rules as everybody else because we believe in competition on the merits. Our commitments make clear that, as the Privacy Sandbox proposals are developed and implemented, that work will not give preferential treatment or advantage to Google’s advertising products or to Google’s own sites. 


What’s next

We appreciate the CMA’s thoughtful approach throughout the review and their engagement with the difficult trade-offs that this process inevitably involves. We also welcome feedback from the public consultation and will continue to engage with the CMA and with the industry on this important topic. We understand that our plans will be scrutinized, so we’ll also continue to engage with other regulators, industry partners and privacy experts as well. 


We believe that these kinds of investments in privacy will create more opportunity, not less. The Privacy Sandbox seeks a way forward that improves people’s privacy online while ensuring that advertisers and publishers of all sizes can continue to succeed.


Source: Google Chrome


Building for the future: Google Marketing Livestream May 27, 2021

Text says "Register now. Thursday, May 27 at 8 a.m. PT

Businesses play a critical role in helping our communities thrive. As the world around us continues to change, our commitment to you remains the same: helping you grow your business and meet the needs of today’s consumers.

Many of you — who run businesses large and small, around the world — have shared what you need from partners like Google to be successful. We heard you. So we’ve been busy building new solutions to help you be ready for what comes next. 

Join us on May 27 at 8 a.m. PT for Google Marketing Livestream 2021 — a virtual keynote where we’ll announce new products and share the latest trends and insights. You’ll also hear from industry leaders who have transformed their businesses to adapt to the new realities.

It’s a virtual experience like no other. 

Register now to get a front row seat. And join the conversation at #GML2021.

Gif says: Building for the future of digital marketing, measurement, commerce, privacy

Our annual Ads Safety Report

At Google, we actively look for ways to ensure a safe user experience when making decisions about the ads people see and the content that can be monetized on our platforms. Developing policies in these areas and consistently enforcing them is one of the primary ways we keep people safe and preserve trust in the ads ecosystem. 


2021 marks one decade of releasing our annual Ads Safety Report, which highlights the work we do to prevent malicious use of our ads platforms. Providing visibility on the ways we’re preventing policy violations in the ads ecosystem has long been a priority and this year we’re sharing more data than ever before. 


Our Ads Safety Report is just one way we provide transparency to people about how advertising works on our platforms. Last spring, we also introduced our advertiser identity verification program. We are currently verifying advertisers in more than 20 countries and have started to share the advertiser name and location in our About this ad feature, so that people know who is behind a specific ad and can make more informed decisions.


Enforcement at scale

In 2020, our policies and enforcement were put to the test as we collectively navigated a global pandemic, multiple elections around the world and the continued fight against bad actors looking for new ways to take advantage of people online. Thousands of Googlers worked around the clock to deliver a safe experience for users, creators, publishers and advertisers. We added or updated more than 40 policies for advertisers and publishers. We also blocked or removed approximately 3.1 billion ads for violating our policies and restricted an additional 6.4 billion ads. 


Our enforcement is not one-size-fits-all, and this is the first year we’re sharing information on ad restrictions, a core part of our overall strategy. Restricting ads allows us to tailor our approach based on geography, local laws and our certification programs, so that approved ads only show where appropriate, regulated and legal. For example, we require online pharmacies to complete a certification program, and once certified, we only show their ads in specific countries where the online sale of prescription drugs is allowed. Over the past several years, we’ve seen an increase in country-specific ad regulations, and restricting ads allows us to help advertisers follow these requirements regionally with minimal impact on their broader campaigns. 


We also continued to invest in our automated detection technology to effectively scan the web for publisher policy compliance at scale. Due to this investment, along with several new policies, we vastly increased our enforcement and removed ads from 1.3 billion publisher pages in 2020, up from 21 million in 2019. We also stopped ads from serving on over 1.6 million publisher sites with pervasive or egregious violations.


Remaining nimble when faced with new threats

As the number of COVID-19 cases rose around the world last January, we enforced our sensitive events policy to prevent behavior like price-gouging on in-demand products like hand sanitizer, masks and paper goods, or ads promoting false cures. As we learned more about the virus and health organizations issued new guidance, we evolved our enforcement strategy to start allowing medical providers, health organizations, local governments and trusted businesses to surface critical updates and authoritative content, while still preventing opportunistic abuse. Additionally, as claims and conspiracies about the coronavirus’s origin and spread were circulated online, we launched a new policy to prohibit both ads and monetized content about COVID-19 or other global health emergencies that contradict scientific consensus. 


In total, we blocked over 99 million Covid-related ads from serving throughout the year, including those for miracle cures, N95 masks due to supply shortages, and most recently, fake vaccine doses. We continue to be nimble, tracking bad actors’ behavior and learning from it. In doing so, we’re able to better prepare for future scams and claims that may arise. 


Fighting the newest forms of fraud and scams

Often when we experience a major event like the pandemic, bad actors look for ways to to take advantage of people online. We saw an uptick in opportunistic advertising and fraudulent behavior from actors looking to mislead users last year. Increasingly, we’ve seen them use cloaking to hide from our detection, promote non-existent virtual businesses or run ads for phone-based scams to either hide from detection or lure unsuspecting consumers off our platforms with an aim to defraud them.

In 2020 we tackled this adversarial behavior in a few key ways: 

  • Introduced multiple new policies and programs including our advertiser identity verification program and business operations verification program

  • Invested in technology to better detect coordinated adversarial behavior, allowing us to connect the dots across accounts and suspend multiple bad actors at once.

  • Improved our automated detection technology and human review processes based on network signals, previous account activity, behavior patterns and user feedback.


The number of ad accounts we disabled for policy violations increased by 70% from 1 million to over 1.7 million. We also blocked or removed over 867 million ads for attempting to evade our detection systems, including cloaking, and an additional 101 million ads for violating our misrepresentation policies. That’s a total of over 968 million ads.   


Protecting elections around the world 

When it comes to elections around the world, ads help voters access authoritative information about the candidates and voting processes. Over the past few years, we introduced strict policies and restrictions around who can run election-related advertising on our platform and the ways they can target ads; we launched comprehensive political ad libraries in the U.S., the U.K., the European Union, India, Israel, Taiwan, Australia and New Zealand; and we worked diligently with our enforcement teams around the world to protect our platforms from abuse. Globally, we continue to expand our verification program and verified more than 5,400 additional election advertisers in 2020. In the U.S, as it became clear the outcome of the presidential election would not be determined immediately, we determined that the U.S election fell under our sensitive events policy, and enforced a U.S. political ads pause starting after the polls closed and continuing through early December. During that time, we temporarily paused more than five million ads and blocked ads on over three billion Search queries referencing the election, the candidates or its outcome. We made this decision to limit the potential for ads to amplify confusion in the post-election period.


Demonetizing hate and violence

Last year, news publishers played a critical role in keeping people informed, prepared and safe. We’re proud that digital advertising, including the tools we offer to connect advertisers and publishers, supports this content. We have policies in place to protect both brands and users.


In 2017, we developed more granular means of reviewing sites at the page level, including user-generated comments, to allow publishers to continue to operate their broader sites while protecting advertisers from negative placements by stopping persistent violations. In the years since introducing page-level action, we’ve continued to invest in our automated technology, and it was crucial in a year in which we saw an increase in hate speech and calls to violence online. This investment helped us to prevent harmful web content from monetizing. We took action on nearly 168 million pages under our dangerous and derogatory policy.


Continuing this work in 2021 

We know that when we make decisions through the lens of user safety, it will benefit the broader ecosystem. Preserving trust for advertisers and publishers helps their businesses succeed in the long term. In the upcoming year, we will continue to invest in policies, our team of experts and enforcement technology to stay ahead of potential threats. We also remain steadfast on our path to scale our verification programs around the world in order to increase transparency and make more information about the ad experience universally available.


Posted by Scott Spencer, Vice President, Ads Privacy & Safety


Our annual Ads Safety Report

At Google, we actively look for ways to ensure a safe user experience when making decisions about the ads people see and the content that can be monetized on our platforms. Developing policies in these areas and consistently enforcing them is one of the primary ways we keep people safe and preserve trust in the ads ecosystem. 


2021 marks one decade of releasing our annual Ads Safety Report, which highlights the work we do to prevent malicious use of our ads platforms. Providing visibility on the ways we’re preventing policy violations in the ads ecosystem has long been a priority and this year we’re sharing more data than ever before. 


Our Ads Safety Report is just one way we provide transparency to people about how advertising works on our platforms. Last spring, we also introduced our advertiser identity verification program. We are currently verifying advertisers in more than 20 countries and have started to share the advertiser name and location in our About this ad feature, so that people know who is behind a specific ad and can make more informed decisions.


Enforcement at scale

In 2020, our policies and enforcement were put to the test as we collectively navigated a global pandemic, multiple elections around the world and the continued fight against bad actors looking for new ways to take advantage of people online. Thousands of Googlers worked around the clock to deliver a safe experience for users, creators, publishers and advertisers. We added or updated more than 40 policies for advertisers and publishers. We also blocked or removed approximately 3.1 billion ads for violating our policies and restricted an additional 6.4 billion ads. 


Our enforcement is not one-size-fits-all, and this is the first year we’re sharing information on ad restrictions, a core part of our overall strategy. Restricting ads allows us to tailor our approach based on geography, local laws and our certification programs, so that approved ads only show where appropriate, regulated and legal. For example, we require online pharmacies to complete a certification program, and once certified, we only show their ads in specific countries where the online sale of prescription drugs is allowed. Over the past several years, we’ve seen an increase in country-specific ad regulations, and restricting ads allows us to help advertisers follow these requirements regionally with minimal impact on their broader campaigns. 


We also continued to invest in our automated detection technology to effectively scan the web for publisher policy compliance at scale. Due to this investment, along with several new policies, we vastly increased our enforcement and removed ads from 1.3 billion publisher pages in 2020, up from 21 million in 2019. We also stopped ads from serving on over 1.6 million publisher sites with pervasive or egregious violations.


Remaining nimble when faced with new threats

As the number of COVID-19 cases rose around the world last January, we enforced our sensitive events policy to prevent behavior like price-gouging on in-demand products like hand sanitizer, masks and paper goods, or ads promoting false cures. As we learned more about the virus and health organizations issued new guidance, we evolved our enforcement strategy to start allowing medical providers, health organizations, local governments and trusted businesses to surface critical updates and authoritative content, while still preventing opportunistic abuse. Additionally, as claims and conspiracies about the coronavirus’s origin and spread were circulated online, we launched a new policy to prohibit both ads and monetized content about COVID-19 or other global health emergencies that contradict scientific consensus. 


In total, we blocked over 99 million Covid-related ads from serving throughout the year, including those for miracle cures, N95 masks due to supply shortages, and most recently, fake vaccine doses. We continue to be nimble, tracking bad actors’ behavior and learning from it. In doing so, we’re able to better prepare for future scams and claims that may arise. 


Fighting the newest forms of fraud and scams

Often when we experience a major event like the pandemic, bad actors look for ways to to take advantage of people online. We saw an uptick in opportunistic advertising and fraudulent behavior from actors looking to mislead users last year. Increasingly, we’ve seen them use cloaking to hide from our detection, promote non-existent virtual businesses or run ads for phone-based scams to either hide from detection or lure unsuspecting consumers off our platforms with an aim to defraud them.

In 2020 we tackled this adversarial behavior in a few key ways: 

  • Introduced multiple new policies and programs including our advertiser identity verification program and business operations verification program

  • Invested in technology to better detect coordinated adversarial behavior, allowing us to connect the dots across accounts and suspend multiple bad actors at once.

  • Improved our automated detection technology and human review processes based on network signals, previous account activity, behavior patterns and user feedback.


The number of ad accounts we disabled for policy violations increased by 70% from 1 million to over 1.7 million. We also blocked or removed over 867 million ads for attempting to evade our detection systems, including cloaking, and an additional 101 million ads for violating our misrepresentation policies. That’s a total of over 968 million ads.   


Protecting elections around the world 

When it comes to elections around the world, ads help voters access authoritative information about the candidates and voting processes. Over the past few years, we introduced strict policies and restrictions around who can run election-related advertising on our platform and the ways they can target ads; we launched comprehensive political ad libraries in the U.S., the U.K., the European Union, India, Israel, Taiwan, Australia and New Zealand; and we worked diligently with our enforcement teams around the world to protect our platforms from abuse. Globally, we continue to expand our verification program and verified more than 5,400 additional election advertisers in 2020. In the U.S, as it became clear the outcome of the presidential election would not be determined immediately, we determined that the U.S election fell under our sensitive events policy, and enforced a U.S. political ads pause starting after the polls closed and continuing through early December. During that time, we temporarily paused more than five million ads and blocked ads on over three billion Search queries referencing the election, the candidates or its outcome. We made this decision to limit the potential for ads to amplify confusion in the post-election period.


Demonetizing hate and violence

Last year, news publishers played a critical role in keeping people informed, prepared and safe. We’re proud that digital advertising, including the tools we offer to connect advertisers and publishers, supports this content. We have policies in place to protect both brands and users.


In 2017, we developed more granular means of reviewing sites at the page level, including user-generated comments, to allow publishers to continue to operate their broader sites while protecting advertisers from negative placements by stopping persistent violations. In the years since introducing page-level action, we’ve continued to invest in our automated technology, and it was crucial in a year in which we saw an increase in hate speech and calls to violence online. This investment helped us to prevent harmful web content from monetizing. We took action on nearly 168 million pages under our dangerous and derogatory policy.


Continuing this work in 2021 

We know that when we make decisions through the lens of user safety, it will benefit the broader ecosystem. Preserving trust for advertisers and publishers helps their businesses succeed in the long term. In the upcoming year, we will continue to invest in policies, our team of experts and enforcement technology to stay ahead of potential threats. We also remain steadfast on our path to scale our verification programs around the world in order to increase transparency and make more information about the ad experience universally available.


Posted by Scott Spencer, Vice President, Ads Privacy & Safety


Our annual Ads Safety Report

At Google, we actively look for ways to ensure a safe user experience when making decisions about the ads people see and the content that can be monetized on our platforms. Developing policies in these areas and consistently enforcing them is one of the primary ways we keep people safe and preserve trust in the ads ecosystem. 

2021 marks one decade of releasing our annual Ads Safety Report, which highlights the work we do to prevent malicious use of our ads platforms. Providing visibility on the ways we’re preventing policy violations in the ads ecosystem has long been a priority — and this year we’re sharing more data than ever before. 

Our Ads Safety Report is just one way we provide transparency to people about how advertising works on our platforms. Last spring, we also introduced ouradvertiser identity verification program. We are currently verifying advertisers in more than 20 countries and have started to share the advertiser name and location in our About this ad feature, so that people know who is behind a specific ad and can make more informed decisions.

Enforcement at scale

In 2020, our policies and enforcement were put to the test as we collectively navigated a global pandemic, multiple elections around the world and the continued fight against bad actors looking for new ways to take advantage of people online. Thousands of Googlers worked around the clock to deliver a safe experience for users, creators, publishers and advertisers. We added or updated more than 40 policies for advertisers and publishers. We also blocked or removed approximately 3.1 billion ads for violating our policies and restricted an additional 6.4 billion ads. 

Our enforcement is not one-size-fits-all, and this is the first year we’re sharing information on ad restrictions, a core part of our overall strategy. Restricting ads allows us to tailor our approach based on geography, local laws and our certification programs, so that approved ads only show where appropriate, regulated and legal. For example, we require online pharmacies to complete a certification program, and once certified, we only show their ads in specific countries where the online sale of prescription drugs is allowed. Over the past several years, we’ve seen an increase in country-specific ad regulations, and restricting ads allows us to help advertisers follow these requirements regionally with minimal impact on their broader campaigns. 

We also continued to invest in our automated detection technology to effectively scan the web for publisher policy compliance at scale. Due to this investment, along with several new policies, we vastly increased our enforcement and removed ads from 1.3 billion publisher pages in 2020, up from 21 million in 2019. We also stopped ads from serving on over 1.6 million publisher sites with pervasive or egregious violations.

Remaining nimble when faced with new threats

As the number of COVID-19 cases rose around the world last January, we enforced our sensitive events policy to prevent behavior like price-gouging on in-demand products like hand sanitizer, masks and paper goods, or ads promoting false cures. As we learned more about the virus and health organizations issued new guidance, we evolved our enforcement strategy to start allowing medical providers, health organizations, local governments and trusted businesses to surface critical updates and authoritative content, while still preventing opportunistic abuse. Additionally, as claims and conspiracies about the coronavirus’s origin and spread were circulated online, we launched a new policy to prohibit both ads and monetized content about COVID-19 or other global health emergencies that contradict scientific consensus. 

In total, we blocked over 99 million Covid-related ads from serving throughout the year, including those for miracle cures, N95 masks due to supply shortages, and most recently, fake vaccine doses. We continue to be nimble, tracking bad actors’ behavior and learning from it. In doing so, we’re able to better prepare for future scams and claims that may arise. 

Fighting the newest forms of fraud and scams

Often when we experience a major event like the pandemic, bad actors look for ways to to take advantage of people online. We saw an uptick in opportunistic advertising and fraudulent behavior from actors looking to mislead users last year. Increasingly, we’ve seen them use cloaking to hide from our detection, promote non-existent virtual businesses or run ads for phone-based scams to either hide from detection or lure unsuspecting consumers off our platforms with an aim to defraud them.

In 2020 we tackled this adversarial behavior in a few key ways: 

  • Introduced multiple new policies and programs including our advertiser identity verification program and business operations verification program

  • Invested in technology to better detect coordinated adversarial behavior, allowing us to connect the dots across accounts and suspend multiple bad actors at once.

  • Improved our automated detection technology and human review processes based on network signals, previous account activity, behavior patterns and user feedback.

The number of ad accounts we disabled for policy violations increased by 70% from 1 million to over 1.7 million. We also blocked or removed over 867 million ads for attempting to evade our detection systems, including cloaking, and an additional 101 million ads for violating our misrepresentation policies. That’s a total of over 968 million ads.   

Protecting elections around the world 

When it comes to elections around the world, ads help voters access authoritative information about the candidates and voting processes. Over the past few years, we introduced strict policies and restrictions around who can run election-related advertising on our platform and the ways they can target ads; we launched comprehensive political ad libraries in the U.S., the U.K., the European Union, India, Israel, Taiwan, Australia and New Zealand; and we worked diligently with our enforcement teams around the world to protect our platforms from abuse. Globally, we continue to expand our verification program and verified more than 5,400 additional election advertisers in 2020. In the U.S, as it became clear the outcome of the presidential election would not be determined immediately, we determined that the U.S election fell under our sensitive events policy, and enforced a U.S. political ads pause starting after the polls closed and continuing through early December. During that time, we temporarily paused more than five million ads and blocked ads on over three billion Search queries referencing the election, the candidates or its outcome. We made this decision to limit the potential for ads to amplify confusion in the post-election period.

Demonetizing hate and violence

Last year, news publishers played a critical role in keeping people informed, prepared and safe. We’re proud that digital advertising, including the tools we offer to connect advertisers and publishers, supports this content. We have policies in place to protect both brands and users.

In 2017, we developed more granular means of reviewing sites at the page level, including user-generated comments, to allow publishers to continue to operate their broader sites while protecting advertisers from negative placements by stopping persistent violations. In the years since introducing page-level action, we’ve continued to invest in our automated technology, and it was crucial in a year in which we saw an increase in hate speech and calls to violence online. This investment helped us to prevent harmful web content from monetizing. We took action on nearly 168 million pages under our dangerous and derogatory policy.

Continuing this work in 2021 

We know that when we make decisions through the lens of user safety, it will benefit the broader ecosystem. Preserving trust for advertisers and publishers helps their businesses succeed in the long term. In the upcoming year, we will continue to invest in policies, our team of experts and enforcement technology to stay ahead of potential threats. We also remain steadfast on our path to scale our verification programs around the world in order to increase transparency and make more information about the ad experience universally available.

Charting a course towards a more privacy-first web

It’s difficult to conceive of the internet we know today — with information on every topic, in every language, at the fingertips of billions of people — without advertising as its economic foundation. But as our industry has strived to deliver relevant ads to consumers across the web, it has created a proliferation of individual user data across thousands of companies, typically gathered through third-party cookies. This has led to an erosion of trust: In fact, 72% of people feel that almost all of what they do online is being tracked by advertisers, technology firms or other companies, and 81% say that the potential risks they face because of data collection outweigh the benefits, according to a study by Pew Research Center. If digital advertising doesn't evolve to address the growing concerns people have about their privacy and how their personal identity is being used, we risk the future of the free and open web.  

That’s why last year Chrome announced its intent to remove support for third-party cookies, and why we’ve been working with the broader industry on the Privacy Sandbox to build innovations that protect anonymity while still delivering results for advertisers and publishers. Even so, we continue to get questions about whether Google will join others in the ad tech industry who plan to replace third-party cookies with alternative user-level identifiers. Today, we’re making explicit that once third-party cookies are phased out, we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products.

We realize this means other providers may offer a level of user identity for ad tracking across the web that we will not — like PII graphs based on people’s email addresses. We don’t believe these solutions will meet rising consumer expectations for privacy, nor will they stand up to rapidly evolving regulatory restrictions, and therefore aren’t a sustainable long term investment. Instead, our web products will be powered by privacy-preserving APIs which prevent individual tracking while still delivering results for advertisers and publishers.


Privacy innovations are effective
alternatives to tracking

People shouldn’t have to accept being tracked across the web in order to get the benefits of relevant advertising. And advertisers don't need to track individual consumers across the web to get the performance benefits of digital advertising. 

Advances in aggregation, anonymization, on-device processing and other privacy-preserving technologies offer a clear path to replacing individual identifiers. In fact, our latest tests of FLoC show one way to effectively take third-party cookies out of the advertising equation and instead hide individuals within large crowds of people with common interests. Chrome intends to make FLoC-based cohorts available for public testing through origin trials with its next release this month, and we expect to begin testing FLoC-based cohorts with advertisers in Google Ads in Q2. Chrome also will offer the first iteration of new user controls in April and will expand on these controls in future releases, as more proposals reach the origin trial stage, and they receive more feedback from end users and the industry.

This points to a future where there is no need to sacrifice relevant advertising and monetization in order to deliver a private and secure experience. 


First-party relationships are vital

Developing strong relationships with customers has always been critical for brands to build a successful business, and this becomes even more vital in a privacy-first world. We will continue to support first-party relationships on our ad platforms for partners, in which they have direct connections with their own customers. And we'll deepen our support for solutions that build on these direct relationships between consumers and the brands and publishers they engage with.

Keeping the internet open and accessible for everyone requires all of us to do more to protect privacy — and that means an end to not only third-party cookies, but also any technology used for tracking individual people as they browse the web. We remain committed to preserving a vibrant and open ecosystem where people can access a broad range of ad-supported content with confidence that their privacy and choices are respected.  We look forward to working with others in the industry on the path forward.

A more private web can help businesses grow

Ads play a major role in sustaining the free and open web. They support great content and services from a diverse range of creators and publishers. They help companies of all sizes reach customers more efficiently than ever before. 

Yet people’s expectations for the collection and use of data are changing, which means the web as we know it—free, open and ad-supported—is changing, too. Internet platforms, web browsers and ad-blocking features are promising more privacy by blocking common technologies like cookies. This takes a toll on the funds that content creators, newsrooms, web developers and videographers depend on to support their work. It also means that companies that rely on these technologies must respect the demand for a more private web in order for the web itself to remain dynamic and vibrant over the long term. 

We strongly believe that advertising and privacy can coexist. Helping businesses adapt to a privacy-safe web isn’t just good business practice—if done right, and done collaboratively, it can be an engine for economic recovery and growth.


The importance of online advertising 

When you see ads online, they’re usually placed with the support of widely available tools, often called ad technology or “ad tech,” that help companies get the most out of the money they spend on ads. Google competes with a range of companies large and small to provide these tools to the platforms, publishers, and advertisers that need them. 

All this competition drives us to innovate and improve our tools. Millions of publishers use Google advertising services to help make the digital advertising process easy and effective, and publishers retain about 70 percent of the revenue that’s generated (and for many, it’s even more). We’re constantly working to help them earn more: In 2019, we made nearly 80 product improvements aimed at improving publisher revenue, which generated revenue increases of more than 9 percent in total for publishers using Google Ad Manager.


What cookies do 

Much of online advertising makes use of a basic, widely available technology called cookies, which are part of the basic architecture of the web. They help with things like measuring the effectiveness of a company’s ad campaign or enabling a particular advertiser to reach the consumers it wants to reach.

However, cookies were conceived for an earlier era. It’s clear from privacy laws in Europe and around the world that citizens and governments want a greater understanding of how they work and more control over their use. And efforts by platforms, browsers and ad-blocking companies are already putting new limits on them.

In this changing landscape, the funds that web publishers rely on to support their operations are increasingly at risk. For example, an analysis of the 500 largest Google Ad Manager customers found that when third-party cookies are disabled, publishers receive on average 52 percent less programmatic ad revenue. Like others, Google also uses third-party cookies for ads we serve on other sites (for example, Google Ad Manager and AdSense) so Google will also be affected as the industry moves away from cookies.


The Privacy Sandbox 

The question today is whether the web can keep people’s information safe and private while also supporting the advertising that keeps so much of the web free. 

That’s why, as part of a larger initiative with the web standards community called the “Privacy Sandbox,” the engineers behind Google’s browser, Chrome, are working on ways to underpin a healthy, ad-supported web without third-party cookies. Privacy Sandbox aims to provide space for experimentation and input from technologists, businesses, publishers, regulators and more. Among the proposals being tested are privacy-safe ways to do things like predict and protect against fraud, properly measure if an ad campaign has “worked,” and find the right audience for an ad. One such proposal, Federated Learning of Cohorts, uses machine learning algorithms that run on individual devices to model groups of people by their browsing behaviors without creating individual ad profiles at all.

Coming up with these new technologies involves complicated trade-offs, but we believe that the decision to phase out support for third-party cookies is the right thing for privacy and the industry as a whole. That’s why we’re working with the industry in forums like the W3C, and are in active discussions with independent authorities, such as the Competition and Markets Authority and the Information Commissioner’s Office in the UK, to help us find the best approach. 


Responsible use of data

We’re committed to having privacy-preserving mechanisms in place that address the industry’s critical needs before discontinuing support for third-party cookies. We think this will not only promote business growth for numerous companies, but could also increase competition in the sector overall by making it a healthier place to advertise and grow while still meeting consumers’ expectations.

Alongside our efforts to promote privacy, we’re increasing transparency on the data we use, and are investing in products to help people and businesses to understand, protect, move and benefit from data in new ways

Protecting people's personal data doesn’t have to be at odds with business growth. By focusing on the people who use our products and investing in new technologies to connect advertisers and publishers with users safely, we can create more value and promote a thriving future on the web—for everyone.

Greater controls for sensitive ad topics in your Ad Settings

Building tools that provide transparency and control has always been a top priority for us, and over the years, we’ve empowered people to shape their ads experience through user controls. We’ve launched About this ad, which explains why a specific ad is being shown, and Ad Settings, which allows people to control how ads are personalized or even opt out of personalized ads altogether at an account level.

We’ve heard feedback that some people would prefer to limit ads in certain categories like alcohol, so today, we’re launching a new control in Ad Settings, enabling people to see fewer alcohol ads, with gambling as an additional option. 

We’ve long had features like Mute this ad, where people can indicate which ads they’d rather not see. These controls live alongside our policies which determine when and where gambling and alcohol ads can be shown per local laws (e.g. age restrictions). This new feature is an extra step, putting choice in the user's hands and enabling you to further control your ad experience. With a click of a button, you can choose to see fewer gambling and alcohol ads. It is also reversible; should you change your mind, you can click to see such ads again. 

This feature will roll out in Ad Settings gradually, beginning with YouTube Ads in the US, and we aim to introduce this for Google Ads and YouTube globally in early 2021. Countries with legal restrictions against serving gambling and alcohol ads will not see any change in their policies.

Ad categories on YouTube

Many of the advertisers we work with are also invested in respecting people’s choices and cultural differences when it comes to the ads they see. For this initiative, we’ve been working with the International Alliance for Responsible Drinking (IARD) and its members, the leading beer, wine and spirits producers, taking into account their expertise on standards for responsible alcohol advertising and marketing—and we’re pleased to have their support.


“IARD’s engagement with Google means users of the platform, starting with YouTube, will have the option to see fewer alcohol ads. Our members are determined to give people greater control over whether they see alcohol-related marketing online. Respecting these personal preferences and recognizing differences in culture requires sensitivity and action, that’s why we hope this partnership is the start of a bigger movement.” - Henry Ashworth, President and CEO of the International Alliance for Responsible Drinking

 “As a responsible producer and member of IARD, we are determined to set and deliver new and robust standards of marketing responsibility. This significant new feature is a very important development for our sector, and it will have a meaningful impact for people around the world as it is rolled out across Google’s platform.”- Albert Baladi, CEO Beam Suntory and Chair of the IARD


We believe this new feature is an important step in user choice and control. We’ll continue to improve our controls; and as our products and people’s expectations of them evolve, so will the features we make available to personalize ad experiences.

How Google Search ads Work

If you’re searching for information on Google where businesses might have relevant services or products to provide, you will likely come across ads. These could be ads from the flower shop down the street, your favorite nonprofit or a large retailer. If there are no useful ads to show for your search, you won’t see any--which is actually the case for a large majority of searches. Our goal is to provide you with relevant information to help you find exactly what you’re looking for. And we only make money if ads are useful and relevant, as indicated by your click on the ad.

How and when we show ads in Search

Nearly all of the ads you see are on searches with commercial intent, such as searches for “sneakers,” “t-shirt” or “plumber.” We’ve long said that we don’t show ads--or make money--on the vast majority of searches.  In fact, on average over the past four years, 80 percent of searches on Google haven’t had any ads at the top of search results. Further, only a small fraction of searches--less than 5 percent--currently have four top text ads. 

Though we follow established principles for how and when ads can appear in Google Search, there are a variety of factors beyond our control that influence how many top ads people may see, like whether you're searching for something commercial, whether advertisers are interested in advertising against that subject, or whether there are ads that are relevant to your query. For example, in April 2020, people saw an average of 40 percent fewer top text ads per search than they did compared to April 2019. This was primarily due to COVID-related effects, when advertisers were reducing their ad budgets and users were searching less for commercial interests. Therefore, Google Search users saw fewer ads on average. 

It’s about quality, not quantity

Organizations that want to advertise in Google Search participate in an auction and set their own bids (the amount they are willing to pay per click) and budgets. But advertisers’ bids are only one component of our ad ranking algorithms. When it comes to the ads you see, the relevance of those ads to your search and the overall quality of the advertisers’ ads and websites are key components of our algorithms as well. That means that no matter how large or small the organization is, they have an opportunity to reach potential customers with their message in Google Search. In the Google Ads auction, advertisers are often charged less, and sometimes much less, than their bid.

The experience of our users comes first, which is why we only show ads that are helpful to people. Even for the fraction of search queries where we do show ads, we don't make a cent unless people find it relevant enough to click on the ad. We invest significantly in our ads quality systems to continuously improve on our ability to show ads that are highly relevant to people, and helpful to what they’re searching for. Over time, this has led to better, more relevant ads and major improvements in the overall user experience. In fact, over the last four years, we’ve been able to reduce the rate of low quality and irrelevant ads by 3x. 

Part of delivering a great user experience is also ensuring that Google Search ads are clearly labeled as coming from an advertiser―and we’ve long been an industry leader in providing prominent ad labeling. When Search ads do appear, they have the word “Ad” clearly labeled in bold black text in the current design. We rely on extensive user testing both on mobile and desktop to ensure ad labels meet our high standards for being prominent and distinguishable from unpaid results. 

A level playing field for all businesses, regardless of budget or size

With ads on Google Search we give businesses, organizations and governments around the world an opportunity to reach millions of people with information. Every advertiser, regardless of their budget, has the opportunity to reach people with ads in Google Search. That’s why, for small and local businesses in particular, Google Search ads help them compete with the largest companies for the same customers and opportunities, not just in their communities but also around the world. Every day, countless small businesses use Google Search ads to help drive awareness for their products and services and reach new customers. Just this year, in the midst of the COVID-19 pandemic, Google Search ads helped a bakery in New York reach more local customers and expand their business, provided a bicycle shop in South Dakota with the tools to go global, and gave a Black-owned chocolate shop in Dallas the opportunity to find new chocolate lovers from as far away as India. 

We also help connect people to causes through our Ad Grants program which gives nonprofits $10,000 a month in Search ads to help them attract donors, recruit volunteers and promote their missions. Earlier this year as the coronavirus pandemic worsened, we increased our grants to help government agencies take swift action and get lifesaving information to the public and local communities. In the U.S. alone, we served more than 100 million PSAs containing critical information on public health to millions of people this year.

Protecting your privacy


We make money from advertising, not from selling personal information. When you use our products, you trust us with your data and it's our responsibility to keep it private, safe and secure. That’s why we’ve built controls to help you choose the privacy settings that are right for you, and the ability to permanently delete your data. And we’ll never sell your personal information to anyone. As always, our goal is to ensure the ads that you see are as helpful and relevant as possible. This benefits millions of businesses and organizations, and most importantly, the people who rely on Google Search every day.

Helping businesses and nonprofits recover

In the last few months, COVID-19 has impacted businesses in profound ways. Throughout that time, I’ve heard from organizations, large and small, how they’re staying connected with customers through technology. This has always been core to my team’s purpose, but we can do more to help businesses and nonprofits through this crisis.

Today we’re announcing a $200 million increase to our annual Ad Grants commitment, to offer a total of $1 billion to better support nonprofits. This $1 billion helps nonprofits around the world that are tackling pressing issues like COVID-19 response and recovery, especially in developing economies. And we’re doing more.

Typically during this time of year, we gather at Google Marketing Live, our annual event to discuss new products and hear feedback from you. In lieu of our in-person event, throughout this summer we’ll host “virtual product roundtables” with our product managers, announce a number of new products, share new insights and kick off a new weekly video series, The Update on Think with Google, discussing industry trends and best practices. 

Helping businesses and organizations recover is the first topic we'll explore. Today we’re sharing updates for small businesses ahead of a Google-wide initiative, International Small Business Week, taking place June 22-27. This is a week dedicated to celebrating small businesses when we’ll share tips, trainings and products to help them get back on their feet. 


Helping consumers connect with businesses 

As people spend more time at home, we’ve seen searches for local services, like “carpet cleaning” or “air conditioning repair” increase by 50 percent in recent months. We’re now making it easier to book these services directly in Google Search on mobile through Local Services Ads in the U.S. Local Services Ads help people discover and connect with trustworthy, local professionals backed by the Google Guarantee. Later this month, we’re also launching a new mobile site for the U.S. and Canada, to help more people find, compare and book nearby service providers faster. 


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Book local service providers directly on Google Search

As people search for products they urgently need and limit their in-person store interactions, they’re looking for real-time updates on product availability at local stores. Searches for “curbside pickup” and “in stock” have surged by more than 70 percent in recent months. Our goal is to help people find and buy the things they need, quickly and easily. Starting today the Shopping tab will show helpful local store information, including product availability, locations, and fulfillment options like delivery and curbside pickup. This information will show up in all countries where the Shopping tab is available.


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New to the Shopping tab: curbside pickup and more information for local stores

Helping businesses connect with customers

For many small businesses around the world, digital tools have become a lifeline this year. 1 in 3 small business owners say that without digital tools, they would have had to close all or part of their business. With businesses at various stages of digital transformation—some are online, some are halfway there and others have a long way to go—we’re committed  to helping businesses get online and grow with easy-to-use tools.

To help businesses quickly improve their online presence, today we’re introducing Grow My Store to retailers in the U.S. In Europe, Grow My Store has been an effective way for many small retailers to get quick tips on how to improve their online store and understand how they are doing compared to peers in the industry. Businesses just need to enter their website URL into the tool and within minutes they will get a custom report. 

To help make local businesses more discoverable, this week we’re introducing Local Opportunity Finder. Enter the name of your business and Google will provide personalized suggestions on how to make improvements to your Business Profile on Google. For example, ensuring your opening hours are current, adding curbside pickup information, or uploading a photo that represents your business.

Finally, to help small business advertisers easily promote their businesses, we’ve expanded Smart campaigns to 150 countries and now we’re making it easier and faster to sign up using the Google Ads app. You can set up a Smart campaign and create your first ad in just 15 minutes while on the go. And starting today, you can use Smart campaigns to display a prominent, square-shaped Google Maps pin with your business category logo, highlighting specific services that you offer, like curbside pickup or delivery. We’re bringing Promoted pins to Smart campaigns advertisers for free through the end of September. 

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Promoted pins through Smart campaigns help businesses stand out on Google Maps

What’s Next

Upcoming episodes of The Update on Think with Google will provide exclusive access to industry leaders, like George Hanson, Chief Digital Officer at Panera Bread, and Marla Kaplowitz, President and CEO of the 4As. In addition, my team of product leaders will use this series to share upcoming product innovations designed to make it easier to manage your marketing.

We look forward to connecting with you virtually through our virtual roundtables and The Update. Until then follow us on the Google Ads blog for the latest product announcements.