Google offers advertisers the option to opt out of the Search Partner Network (SPN).
This decision comes in the wake of a report by Adalytics that claims Google search ads were appearing on inappropriate non-Google websites through the SPN, creating potential brand safety risks. The flagged websites referred to in the investigation contain pornographic, sanctioned and pirated content.
Although Google refuted the claims, it has since acknowledged the need for improvements and customer satisfaction, leading to the introduction of the ability to exclude SPN from all campaign types.
Why we care Ads that appear alongside inappropriate content can damage a brand’s reputation and can deter future customers from engaging with the brand. Additionally, the audience consuming this content is unlikely to align with your intended target demographic, resulting in an inefficient use of advertising budget, time, and resources.
New capabilities. Advertisers have the option to temporarily exclude all campaign types, including top performing and app campaigns, from the SPN. Media buyers reportedly have until March 1, 2023 to opt out of PMax campaigns.
Adalytics Claims. The Adalytics report, which was published last week, claimed that an unnamed Fortune 500 company was “shocked” after learning that its ads were running on “many” non-Adalytics websites. Google. These websites included Breitbart.com, a site the company had specifically added to its account-level domain exclusion list (i.e. blocklist) several years earlier. An Adalytics researcher commented:
“This raises the possibility that ads are being served on websites and publishers despite the brand’s deliberate efforts to achieve brand safety and control its media investments.”
Dan Taylor, Google’s vice president of Global Ads, denied the claims in his report, describing them as “grossly exaggerated” in X.
What Google says. A Google spokesperson said Week of announcements:
“Our priority is our partners, and we listen carefully to their feedback, which is why we’re temporarily offering a new option to disable it.” “Adalytics made wildly exaggerated claims trying to generate as many negative ad placements as it could, but our own analysis found that these placements rarely occurred before they were intentionally triggered.” “While we have a big problem with Adalytics’ methodology and conclusions, we are always looking to improve our products to meet the needs of our partners.”
Search Engine Land has reached out to Google for further comment.
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deep dive Read Search Engine Land’s coverage of the Adalytics report to learn more.
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