Google | April 24, 2020
Google announced today they will begin requiring documentation of user identity and geographic location for advertisers.
The new policy is tied to their 2018 policy update requiring identification verification for political advertisements.
The program will start in the U.S. and roll out globally, and will apply to Search, Display, and YouTube.
Requirements for Advertisers
The verification program will include:
- Personal identification methods
- Business incorporation documents
- Possibly other items to verify who they are
- Operating geography
Read more: Google ads releases details around the $340M credit for SMBs
Google noted they believe it will take a few years to complete verification for the entire ad ecosystem.
Certain industries will be prioritized in the phased roll out, and will be notified accordingly. They will have 30 days to submit the required verification upon receiving notice it is required. Once submitted, it takes about 3-5 for Google to verify.
Failure to submit the information within 30 days will result in ads being stopped.
Disclosures will show the trademarked/legal name of the advertiser, and not the entity who is necessarily managing the ads.
This means agencies who run ads on behalf of a client will not be required to verify. However, a Google rep stated agencies and Google Partners will be able to submit on behalf of their clients.
Related: Read to learn more about Google Ads Certification.
What Changes for User Experience in Ads
Tied to this change, users will start to see disclosures on ads about the identity of the advertiser.
It will appear below the “Why this Ad?” option.
The information will include Advertiser name, country location, and a toggle option to stop receiving ads from them.
In Display, the information will be available via the Ad Choices icon, or the “x” that appears on the banner.
In YouTube, the information will be available by clicking the “i” icon or the three dot icon that appears in every ad.
Read more: Google to allow some coronavirus ads after broad ban
Why Google Ads Will Require Verification
In continuing strides towards ads transparency, Google is attempting to “provide greater transparency and equip users with more information about who is advertising to them,” according to the announcement from Jack Canfield, Director of Product Management, Ads Integrity.
This change will make it easier for people to understand who the advertiser is behind the ads they see from Google and help them make more informed decisions when using our advertising controls. It will also help support the health of the digital advertising ecosystem by detecting bad actors and limiting their attempts to misrepresent themselves.
We will continue to follow this development as it unfolds.
Today’s announcement can be found here, with further information on the program here.
Radon Ads™ | January 20, 2021
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Amplifyer | July 08, 2020
Amplifyer, the company that connects Fortune 1000 advertisers to the most innovative start-ups in the world, announced today that it has partnered with Mint Measure to provide marketers with a better understanding of their media delivery. Serving as a cost-effective alternative to leading multi-touch attribution vendors, Mint Measure provides new-to-market actionable insights, such as Unique Reach (uCPM), to allow advertisers to make more efficient media allocations and optimizations. Additional metrics include: deduplicated reach and frequency, vendor overlap comparison and conversion efficiency index."I've spent my career as a performance marketer and was frustrated by the lack of optimization tools from ad servers. Multi-touch attribution tools are so expensive, they rarely justified the cost for my clients," said Scott Konopasek, Mint Measure's CEO and Founder. "I am excited to be partnering with Amplifyer to bring Mint Measure to the brands that could really benefit from a cost-effective and deterministic measurement tool." An ad agency veteran, Konopasek has managed the digital campaigns of leading companies like Slack and Bumble with a proven record of developing and implementing ROI-driven media strategies.