A Compromising Report on Placement
According to the Adalytics report, there were multiple instances where advertisers discovered their ads on suspicious websites, even after blocking them. It appears that Google Ads’ “excluded placements” setting might not be functioning properly. Pornographic websites, websites in countries sanctioned by the United States, and websites infringing on copyrights were singled out in the report. It was also found that websites in sanctioned countries, such as Russia and Iran, displayed Google search ads funded by the US Treasury. These results make marketers think about issues of ethics and openness.
Confidentiality and Openness Concerns
Advertisers are worried about the Google Search Partner network’s lack of transparency. People often say that the network is a “black box” because there isn’t much information about who can access it. Without knowing exactly where their ads are appearing, advertisers may start to doubt the platform and think about taking their money elsewhere. Antitrust litigation has been a growing problem for tech companies like Google in recent years, adding fuel to the fire of mistrust.
Being an Effective Advertiser
Marketers can take a number of proactive measures to counter advertisements displayed on dubious content and reclaim management of their ad placements:
1. Remove your search campaigns from the Google Search Partner Network.
When advertisers use this campaign-level option, they can choose to exclude themselves from the Google Search Partner network. Ads cannot be shown on partner websites unless the “Include Google search partners” box is unchecked in the Search campaign settings.
2. Go over your account’s content suitability settings.
Ads on YouTube and Display allow users to check and change content suitability settings. From “Tools and settings >> Setup >> Content suitability,” advertisers have the option to select between expanded, standard, or limited inventory. “Limited inventory” is the most secure option for protecting your brand.
3. Evaluate Display Campaign Placements
Although Google does not reveal the exact placement of individual Search ads on the third-party network, advertisers can learn more about ad placements by looking at their Display campaigns. Click on “Content >> Where ads showed” on the left side of the screen to access a specific Display campaign. From there, advertisers can view the domains where their ads were displayed. They can use this data to block campaigns or accounts that they determine to be using questionable or underperforming websites or apps.
4. Exclude More Content with Advanced Settings
Ads can further customize their content exclusions with advanced settings found in the same section as content suitability settings. Some examples of what can’t be included are videos, websites, apps, labels, themes, keywords, and sensitive content. To reduce the likelihood that their ads will appear on dubious content, advertisers can make use of these advanced settings.
See first source: Search Engine Journal
1. What are Google Search Partner ads, and why are they a concern for advertisers?
Google Search Partner ads are ads that appear on search-related websites and apps through the Google Search Partner network. Advertisers are concerned about the openness and security of their brands when their ads appear on websites that may not adhere to Google’s publisher policies.
2. How many websites are part of the Google Search Partner network, and is there a comprehensive list available?
3. What compromising instances were found in the Adalytics report regarding ad placements?
The Adalytics report found multiple instances where advertisers discovered their ads on suspicious websites, even after blocking them. These websites included pornographic sites, websites in sanctioned countries, and those infringing on copyrights.
4. Why are advertisers concerned about the lack of transparency in the Google Search Partner network?
Advertisers are worried because there isn’t much information available about who can access the Google Search Partner network, making it appear like a “black box.” This lack of transparency raises concerns about where their ads are appearing, leading to doubts about the platform.
5. How can marketers take proactive measures to control their ad placements?
Marketers can take several proactive measures, including:
- Remove your search campaigns from the Google Search Partner Network by unchecking the “Include Google search partners” box in the Search campaign settings.
- Review content suitability settings in YouTube and Display campaigns to choose the level of inventory security.
- Evaluate Display Campaign Placements by checking “Where ads showed” in the Display campaign settings to view the domains where their ads were displayed.
- Use advanced settings to exclude specific content types, such as videos, websites, apps, labels, themes, keywords, and sensitive content, to avoid dubious placements.
Featured Image Credit: Photo by Igor Miske; Unsplash – Thank you!