Google will now require all advertisers to provide official documents confirming who and where they reside, as part of a large extension of advertising transparency requirements. He was clearly encouraged by the fraud that emerged during the Covid-19 crisis, through Google’s fake advertising ads selling masks, and this is what Google has made clear in its ticket blog:
“In 2018, we announced a new identity verification policy for political advertisers. This procedure requires that all advertisers who wish to run election ads on our platforms undergo a verification program to confirm their identity. We display this identity in the ad unit so that users can learn more about election ads That they see on Google platforms. Since the introduction of this program, we have verified the identity of political advertisers in 30 countries. Now, to ensure greater transparency and provide users with more information about the people they advertise, we extend identity verification to all advertisers located on Nsatna “.
Reminder of what the verification program is
The Google Auditing Program, released in 2018, requires U.S. advertisers in politics providing a government issued ID and other key information to confirm the details they provided.
Political advertisers should also disclose who exactly pays for each ad, and is less likely to be a concern in the case of regular branded ads, although it appears that all advertisers will have to go through the same verification process in one way. Or in the other.
You will have 30 days to respond. Once the documents are submitted, advertisers must complete the verification program within 30 days. ➡️ From now on, the entire identity verification procedure will be expanded to include all advertisers on the Google Network, first in the United States, then in the rest of the world.
More transparency for Internet users
Once Google verifies an advertiser’s identity, it uses this information to create a new information window for all the ads it displays, displaying the advertiser’s name, country of origin and above all, the fact of choosing whether to see this advertiser’s ads in its results.
This is a major extension of Google’s ad transparency program, and it will be a huge task for Google to obtain these new windows of certified information and distribute them to millions of active advertisers. As such, Google will verify advertisers in stages, starting with the United States. The first phase of the program will focus on brands in these areas:
-Promotion of products, goods and services: retail, media and entertainment, travel, B2B, technology, etc.
-Promoting informational, consulting, or educational content: content promoting educational resources, research and statistics, free advice on health or financing, charitable or social issues, etc.
-Promotion of content related to organized industries: games of chance and gambling, sports betting, financial products or services, health products or services, etc.
Companies advertising on Google and operating in these sectors may soon receive notice that they need to undergo verification. First in the United States, then in the rest of the world. If your business is chosen, a form will be sent to you via email.
While Google’s political advertising verification program was initially aimed at eliminating bad actors seeking to manipulate voters, Google is now seeking to discover and remove a greater number of ill-intentioned operators who seek to introduce themselves on a fake day and deceive the surfer. This is a good initiative, which will help improve the space for digital advertising as a whole, but it is also an important task, and you can imagine that there will be frustration along the way, due to approval delays and the resulting upheavals.