Inside AdWords: A healthy advertising ecosystem: Online advertising helps to support the services we all enjoy and enables businesses to grow. The vast majority of our online publishers are terrific partners we love working with. But, as always in life, there are a few bad apples.
So, we invest a lot of time and effort in keeping them off our systems.
1. Policies
Our publisher partners are required to adhere to strict policies, which we regularly update to deal with new issues. These policies cover how how ads are displayed and how end users view them, as well as what site content is prohibited. We also work to make sure publishers are treated fairly and know the rules.
2. Automated Technology
Our main line of defense against these bad apples is technology — which enables us to monitor the clicks and impressions we receive, and also to scan both our partners’ sites and downloadable software. These tools operate at the click- and page-levels, so we can pick up bad content and bad practices (like artificial traffic) at a very granular level.
3. Human Review
We have hundreds of employees around the world who review web pages, test our partners’ downloadable software, and prevent ads from showing on sites that violate our policies. Depending on the severity and persistence of the offense, they may stop ad serving on that page or site, or across the publisher’s entire account.
4. Advertiser Transparency and Controls
We believe that marketers should have transparency into where their ads are being placed, and control over where their ads appear. Our clients regularly get reports that show what their ads looked like in the context of a given page. We offer tools such as DoubleClick Ad Verification and Active View, which enable marketers to check whether their ad was served and seen. We also offer granular control, such as the ability to buy various pre-vetted packages of inventory on high-quality sites, and tools to exclude particular sites or categories. This transparency gives advertisers the power to have their ads appear on the websites that are most appropriate for them.
So, we invest a lot of time and effort in keeping them off our systems.
1. Policies
Our publisher partners are required to adhere to strict policies, which we regularly update to deal with new issues. These policies cover how how ads are displayed and how end users view them, as well as what site content is prohibited. We also work to make sure publishers are treated fairly and know the rules.
2. Automated Technology
Our main line of defense against these bad apples is technology — which enables us to monitor the clicks and impressions we receive, and also to scan both our partners’ sites and downloadable software. These tools operate at the click- and page-levels, so we can pick up bad content and bad practices (like artificial traffic) at a very granular level.
3. Human Review
We have hundreds of employees around the world who review web pages, test our partners’ downloadable software, and prevent ads from showing on sites that violate our policies. Depending on the severity and persistence of the offense, they may stop ad serving on that page or site, or across the publisher’s entire account.
4. Advertiser Transparency and Controls
We believe that marketers should have transparency into where their ads are being placed, and control over where their ads appear. Our clients regularly get reports that show what their ads looked like in the context of a given page. We offer tools such as DoubleClick Ad Verification and Active View, which enable marketers to check whether their ad was served and seen. We also offer granular control, such as the ability to buy various pre-vetted packages of inventory on high-quality sites, and tools to exclude particular sites or categories. This transparency gives advertisers the power to have their ads appear on the websites that are most appropriate for them.
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