Google is providing advertisers with the choice to opt out of the Search Partner Network (SPN).
This decision is available in the wake of an Adalytics report claiming that Google search ads were appearing on inappropriate non-Google web sites through the SPN, creating potential risks for brand safety. The flagged web sites referenced within the research contain pornographic, sanctioned, and pirated content.
Although Google refuted the claims, it has since acknowledged the necessity for improvements and customer satisfaction, resulting in the introduction of the power to exclude the SPN from all campaign types.
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Why we care. Ads appearing alongside inappropriate content can damage a brand’s status, potentially dissuading future customers from engaging with the brand. Additionally, the audience consuming such content is unlikely to align together with your intended goal demographic, resulting in an inefficient use of promoting budget, time, and resources..
New capabilities. Advertisers temporarily have the choice to exclude all campaign types, including Performance Max and app campaigns, from the SPN. Media buyers reportedly have until 1 March 2023 to opt out PMax campaigns.
Adalytics claims. The Adalytics report, published last week, claimed an unnamed Fortune 500 company was left “surprised” after learning its ads were being served on “many” non-Google web sites. Such web sites included Breitbart.com –- a site the corporate had specifically added to its account-level domain exclusion list (i.e. blocklist) several years beforehand. An Adalytics researcher commented:
- “This raises the chance that ads were served on web sites and publishers despite the brand’s deliberate efforts to attain brand safety and exercise control over their media investments.”
Dan Taylor, Vice President, Global Ads at Google, denied the claims within the report, describing them as “wildly exaggerated” on X.
The post Google lets advertisers opt out of Search Partner Network amid Adalytics claims appeared first on MarTech.
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