Creating A More Sustainable Internet
It probably won’t blow your socks off to hear that the majority of advertising companies act without the consumer’s best interest in mind. Google, however, is making a change with its 2016 campaign to eliminate bad ads.
In the last year alone, Google has removed over 1.7 billion advertisements they dubbed as “bad ads.” This staggering volume more than doubles the number of ads Google removed in 2015. Google’s Product Management Director, Scott Spencer, expressed a deep concern in regards to the spike in scamming attempts over the last year.
These “bad ads” violate Google’s policies with infringements spanning from fake news postings to malicious ad fraud. The quickly evolving technology behind these fraudulent advertisements has allowed countless cases to slip past detection systems through varying disguise techniques.
Tech giants like Google are engaged in a seemingly endless cat-and-mouse game with advertisers to develop preventive methods that can detect even the most cleverly disguised bad ads. Marc Rouanet, president of Sublime Skinz, emphasizes the responsibility the tech industry has in fixing the current state of ads:
“Every player in the ad tech industry – publishers, agencies, marketers, and ad tech providers – must be held accountable and take appropriate steps to eradicate fraud and improve ad quality.”
The ad industry needs to find a remedy for this widespread dilemma. These anti-consumer practices hurt the user’s experience and the publisher’s livelihood. Ridding the web of these bad ads is critical in creating a consumer-friendly, sustainable Internet.