Google killed over 2bn bad ads in 2018

Google's campus next to headquarters in Mountain View California

Took down one million bad accounts, twice as many bad advertiser accounts in 2017. In 2018 alone, the tech giant took down over 2.3 billion bad ads for "violations of both new and existing policies", which makes it almost six million bad ads every day. This resulted in the removing of ads off nearly 28 million pages that violated company policy.

On one hand, Google is blocking malicious sites and misleading ads, and on the other hand the company is putting measures in place to make it easier for advertisers to come up with creatives that are policy-compliant. The company took down ads from around 1.2 million pages, 22,000 apps, and 15,000 sites for violating policies related to misinformation and hateful or low quality content. "We, at Google, have been working towards protecting the users, advertisers and publishers by investing significant technological resources", said Scott Spencer, Director of Sustainable Ads, Google, in a statement. It also removed around 58.8 million advertisements for phishing scams from its network. And, every year, through our "Bad Ads Report", we share key actions and data to keep the ecosystem safe through our policies across platforms.

"This will continue to remain our top priority as bad ads pose a threat to users, Google's partners, and the sustainability of the open web itself", Spencer added.

This includes almost "207,000 ads for ticket resellers, over 531,000 ads for bail bonds and approximately 58.8 million phishing ads". That's about double the number as previous year, Scott Spencer, Google's director of sustainable ads, said in a blog post. The company's "improved machine learning" tech allowed it to identify and ban nearly one million bad ad accounts, helping it to get to the root cause of bad ads on its network.

To improve its machine learning technology, Google launched 330 detection classifiers to determine an ad's "badness" directly on a website, around three times as many classifiers it introduced in 2017. It said it verified almost 143,000 election ads in the U.S.

It's also regularly updating its ad policies, which can sometimes catch up good actors. More specifically, around 74,000 pages were removed for violating Google's "dangerous or derogatory" content policy, and around 190,000 ads were taken down for policy violations.

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