Google pulls down 3.2bn adverts, reveals how much publishers got in 1 year

Google pulled down 3.2 billion adverts that violated its advertising and publishers policies in 2017, adding that this was more than 100 bad adverts per second in Nigeria and other part of the world.

Google explained that it used this approach to block the majority of bad adverts experiences, like malvertising and phishing scams, before the scams impacted people. Google said it took specific actions against violating adverts involved in scraping; tabloid cloaking; malicious activity; malware and trick to click formats.


The United States of America’s technology company went on to reveal that it paid publishers $12.6 billion in the year under review.
It added that 79 million adverts were blocked on its network for attempting to send people to malware-laden sites, and removed 400,000 of these unsafe sites last year. It equally removed 66 million, “trick-to-click” adverts as well as 48 million adverts that were attempting to get users to install unwanted software.

Speaking to select journalists via Video Conferencing on Monday, Jessica Stansfield of Monetized Products, Google Trust and Safety, EMEA, said digital advertising plays an important role in making the web what it is today — a forum where anyone with a good idea and good content can reach an audience and make a living. ”In order for this ads-supported, free web to work for everyone, it needs to be a safe and effective place to learn, create and advertise.”

As such, Stansfield said yearly, the firm reports on the actions it took to keep the ecosystem safe for people, publishers and advertisers. ”Over the past year, we used a combination of policies, technology and people to remove more bad actors from our ad ecosystem than ever before, and at a faster rate,” she said.

According to her, last year, Google removed 320,000 publishers from its ad network for violating the publisher policies, and blocked nearly 90,000 websites and 700,000 mobile apps.She said the technology firm also introduced new technology that allows it to remove Google ads from more than two million URLs each month, adding: “Page-level enforcement technology allows us to better protect our advertisers by removing more ads from more sites while also minimizing the impact on legitimate publishers.”

She state that, this new technology has been critical in helping to scale enforcement for policies that prohibit monetization of inappropriate and controversial content. “After expanding our policy against dangerous and derogatory content in April 2017 to cover additional forms of discrimination and intolerance, we removed Google ads from 8,700 pages that violated the expanded policy,” she stated.

Stansfield revealed that many website owners used the firm’s advertising platforms, like AdSense, to run Google ads on their sites and content and make money. She said Google paid $12.6 billion back to the publishing partners in its ad network last year. “But in order to make money from Google ads, you have to play by rules — that means respecting the user experience more than the ads.”

Stansfield said in 2018, Google will be adding several new policies that will address adverts in unregulated, overly complex, or speculative financial products like binary options, cryptocurrency, foreign exchange markets and contracts for difference, or CFDs, adding: “we have already updated our gambling policies to address new methods of gambling with items that have real-world value, such as skins gambling”.