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In 2017, Google removed 320,000 publishers from the Adsense and Doubleclick Ad Exchange for violating the publisher policies. In the same year, Google blacklisted nearly 90,000 websites and 700,000 mobile apps. At page level, in 2017, Google removed 2 million pages for policy violations each month. Scott Spencer, Director of Sustainable Ads at Google, says that “this has been critical in scaling enforcement for policies that prohibit monetization of inappropriate and controversial content.”
On the buy side, Google suspended more than 7,000 AdWords accounts for tabloid cloaking violations, up from 1,400 in 2016. Google paid $12.6 billion to publishing partners in the ad network, in 2017.
Yesterday, John Brown, Head of Publisher Policy Communications at Google, published a flowchart on how Google keeps the ad network clean from bad actors and bad ads:
On the buy side, Google does policy checks like prohibited practices, restricted content, ads containing hidden malware, technical standards, copyrighted content, etc.
On the sell side, Google controls the abuse ad experiences, invalid clicks, and impressions, authorized inventory, prohibited ad placements, prohibited content, and copyrighted content, etc.
Advertisers using Google can control where ads appear, doing content exclusions, topic exclusions, url/app exclusions, and keyword exclusions. Publishers can also block advertisers, ad categories or ad types and formats.