Busting Bad Advertising Practices — 2013 Year in Review

Posted by: Mike Hochberg, Director, Ads Engineering

(Cross-posted from the Google AdWords Blog)

Advertising helps fund great web services and enables companies of all sizes to grow their businesses online. However, this economy can also attract bad actors that want to abuse online advertising tools for harmful or deceptive purposes.

We've allocated substantial technical, financial, and human resources to stopping bad advertising practices and protecting users on the web. Hundreds of our engineers, policy experts and others have dedicated their careers to this work.

Following up on our 2012 report, below is an overview of how we fought bad ads and bad ad-funded content in 2013.

Stopping more bad ads from fewer bad sources

We removed more than 350 million bad ads from our systems in 2013. To put that in perspective, if someone looked at each of these for one second, it would take them more than ten years to see them all. This was a significant increase from approximately 220 million ads removed in 2012. This trend has been consistent in the last several years and we attribute it to several factors, including: the growth of online advertising overall and constant improvement of our detection systems.

The number of advertisers we disabled, however, dropped from over 850,000 in 2012 to more than 270,000 in 2013. In part, we attribute this decline to scammers — counterfeiters, for example — being thwarted by our safety screens and searching for less-secure targets.

Counter-attacking counterfeiters

We continue to see positive results in our work to combat counterfeiters. Attempts to market counterfeit goods on AdWords decreased by 47% in 2012 and 82% in 2013. In parallel, the volume of complaints about these ads dropped by 85% in 2012 and by another 78% in 2013.

As these numbers have declined, we’re pleased to report that we’ve also banned fewer bad advertisers for counterfeit violations. Last year, we banned approximately 14,000 advertisers for trying to sell counterfeit goods — a decline of more than 80% compared to 2012.

Preventing good ads from funding bad content

Maintaining a healthy ads ecosystem isn’t just about stopping bad ads and advertisers; we closely monitor the sites and mobile apps that show our ads as well. Early last year, we outlined some of this work, with a particular focus on our efforts to stop scammy ad-funded software, like toolbars, that provides a poor user-experience.

By the end of 2013, we had blacklisted more than 200,000 total publisher pages, an encouraging decline from last year, and disapproved more than 3,000,000 attempts to join our AdSense network. We also removed more than 250,000 publisher accounts for various policy violations. This includes more than 5,000 account removals for violating our copyright policies, an increase of more than 25% compared to 2012.

Here’s a more complete overview of our work to bust bad advertising practices in 2013:

Click here for full size image 

This is an ever-evolving and ongoing fight. Bad actors are relentless, often very sophisticated and will not rest on their laurels. But neither will we. Nothing is more important than the security of our users and we’ll continue to work tirelessly to keep them safe online.

Ad Networks Agree on Industry Best Practices to Combat Piracy and Counterfeiting

Posted by Susan Molinari, Vice President, Public Policy and Government Relations

With more than 30 trillion individual pages on the web, online piracy and counterfeit remains a challenge. Google takes that challenge seriously. Using cutting-edge technology like YouTube’s Content ID and innovative copyright removal tools for Web Search, we develop and deploy antipiracy solutions with the support of hundreds of Google employees.  In addition to developing legitimate, innovative, and convenient content offerings (such as Google Play and YouTube, through which our partners together generate hundreds of millions of dollars), we continue to develop solutions to help fight piracy and counterfeit online. We think one of the most effective ways to do this is to cut off the money supply to rogue sites that specialize in piracy or counterfeiting. To that end, in 2012 we disabled ad serving to 46,000 sites for violating our policies on copyright infringing content and shut down more than 82,000 accounts for attempting to advertise counterfeit goods. Nearly 99% of our account suspensions were discovered through our own detection efforts and risk models.  

There's always more that can be done by the industry to starve these infringing sites of advertising revenues. Today, working with the White House’s Office of the U.S. Intellectual Property Enforcement Coordinator (IPEC), the Interactive Advertising Bureau (IAB), and other leading ad networks, we are pleased to participate in a set of voluntary Best Practices and Guidelines for Ad Networks to Address Piracy and Counterfeiting.  Under these best practices, Ad Networks will maintain and post policies prohibiting websites that are principally dedicated to selling counterfeit goods or engaging in copyright piracy from participating in the Ad Network’s advertising programs. By working across the industry, these best practices should help reduce the financial incentives for pirate sites by cutting off their revenue supply while maintaining a healthy Internet and promoting innovation.