Google Strengthens Ad Safety with AI Enhancements
On April 16, Google announced significant advancements in its use of artificial intelligence (AI) to enhance ad safety and protect both consumers and its advertising ecosystem. The company reported over 50 enhancements to its large language models (LLMs) made throughout 2024.
‘These updates sped up complex investigations, helping us identify bad actors and fraud signals — like illegitimate payment information — during account setup,’ said Alex Rodriguez, general manager of ads safety at Google, in a recent blog post that highlighted the company’s 2024 Ads Safety Report.
Rodriguez emphasized that these improvements have prevented billions of policy-violating ads from appearing in front of consumers, ensuring that legitimate businesses have quicker access to ad placements.
The report elaborated on the strides made in combating impersonation ads, which generated concerns within the advertising community. Google has introduced policies to suspend advertisers promoting these scams, resulting in the permanent suspension of over 700,000 offending advertiser accounts and a 90% drop in reports regarding impersonation ads this year.
The report also outlined Google’s commitment to other areas of ad safety. This includes>advertiser identity verification for transparency, policy enforcement to ban harmful content, and restricted ads policies that manage the display of sensitive content based on user location. Additionally, Google’s publisher enforcement aims to uphold the policies and restrictions of publishers, ensuring they can monetize their content effectively.
Overall in 2024, Google utilized AI to remove 5.1 billion ads, restrict 9.1 billion ads, and suspend 39.2 million advertiser accounts, according to the report.
‘The ad safety landscape is constantly changing, reshaped by technological breakthroughs like advancements in AI, emerging abuse tactics, and global events,’ the report noted. ‘We are meeting these challenges head-on, deploying cutting-edge technology and collaborating with partners to foster a safer online experience for everyone.’
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