Google announced the release of the 2023 Ad Safety Report to demonstrate its commitment to safe and transparent advertising for users and businesses.
The ad safety report shares progress on how Google enforces advertiser and publisher policies and the key trend in 2023: generative artificial intelligence.
Read on for insights shared in the report and what they mean for advertisers.
Advertiser policy enforcement statistics
The main driver of the increase in the application of advertising has undoubtedly been generative AI.
While traditional machine learning models are still trained to detect and alert on ad policy violations, Google is leveraging its generative AI tool, Gemini, for ad security tools.
According to the Ad Security Report, more than 90% of the publisher page app used machine learning and LLM (large language models) models by 2023.
Another surprising metric reported was the number of bad ads stopped in 2023: 5,500 million.
The top five policies that Google enforced the most in 2023 include:
Abusing the advertising network Trademark Personalized ads Financial services Legal requirements.
Another key trend in 2023 was the rise of scams and fraud on online platforms.
Digital marketing is not immune to these types of scams, which is why Google has taken the following steps to combat these threats:
The limited ad serving policy was launched in November 2023. The policy is intended to protect users by limiting the reach of lesser-known advertisers who do not have an established track record of good ad behavior.
Updated the counterfeit policy at the end of 2023. The policy allows for a faster response from Google to suspend accounts of bad actors.
Google blocked more than 1 billion ads for violating the “ad network abuse” policy.
Nearly 7 billion ads restricted by 2023
Another component of ad safety is how you restrict or limit ads.
According to Google’s report, they restricted 6.9 billion ads to the following content areas:
Legal Requirements Financial Services Gambling and Gaming Adult Content Copyright Health and Medicine Alcohol
Now, restricting ads doesn’t mean they’re completely blocked. The categories listed above can be shown to users, but in a much more limited way.
Google invests in electoral integrity
Every election year, users are inundated with countless political ads.
2024 is not and will be different.
According to the ad safety report, Google takes the following steps to ensure voters trust the content of the ad they’re seeing:
Identity verification process Transparency requirements for election ads Restrictions on how election advertisers can target their ads Must include “paid” disclosure in their ads
Publisher Application Statistics
The other aspect of Google’s ad safety report includes applying restrictions to publishers who monetize their content.
In 2023, Google took action against more than 2 billion pages.
The top five areas that Google applied the most restrictions included:
Sexual content Dangerous or derogatory content Promotion and sale of weapons Shocking content Online gambling
conclusion
As the use of generative AI continues to increase, the industry is likely to see an increase in ad fraud and more restrictions.
While AI and machine learning are increasingly detecting ad disapproval, advertisers must remain proactive in monitoring their accounts for potential false red flags.
If you’re a new advertiser on Google this year, it’s important to note that due to Google’s ad security policies, your ads may be limited as long as it knows who you are as an advertiser.
You can read the full 2023 ad safety report here.
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