Google is actively looking into improving brand safety controls for Performance Max (PMax) following a damning report by Adalytics. The research, which was published last month, accused the search engine of serving ads on inappropriate non-Google websites through the Search Partner Network (SPN). Google denied the accusations but began giving advertisers the choice to opt out of the SNP a week later. However, with this temporary measure set to end on March 1, 2024, Google Ads liaison officer Ginny Marvin has now confirmed that new safety controls are being considered. Why we care. With Google removing the ability to opt out of the SPN, advertisers will want reassurance that their ads wont appear alongside inappropriate content that will unlikely reach their target audience and could damage their brand’s reputation. What Google is saying. When Marvin was asked about PMax brand safety during a PPC Chat Q&A, she said:
What did Adalytics say? Numerous ad buyers, expecting their campaigns to run on Google.com, found that their ads were actually appearing on compromising websites within the SPN, according to Adalytics. The GSP network websites include:
However, Dan Taylor, Vice President of Global Ads at Google, denied the allegations, claiming Adalytics has as a track record of publishing inaccurate reports that misrepresent Google’s products and make exaggerated claims. Existing brand safety controls. As Google looks into adding more brand safety controls, you currently have tools at your disposal to manage the types of content your PMax ads can be displayed alongside in Search, Shopping, Display, and Video inventory:
Deep dive. Read our brand safety tips for YouTube and Google advertisers for more information on how to protect your brand. via Search Engine Land https://ift.tt/h271for
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