[ad_1]
Google has come under fire over allegations that it misled advertisers about where to place video ads. Research by the analytical company Adalytics says that Google may force advertisers to pay more by placing ads on sites in ways that are against its standards.
The new report revolves around one of Google’s ad formats known as TrueView, which the company offers on YouTube and other sites across the web under the service of its video partners. These ads are displayed between videos and viewers can skip them after five seconds. Advertisers only pay for an ad if the viewer watches at least 30 seconds of it without scrolling.
According to the Wall Street Journal, Google promises that these ads will be displayed on high-quality sites before the original video content and with the sound on, but Adalytics, by examining ad data from 1,100 different brands from 2020 to 2023, found that the Internet search giant’s claim It is not true in 80% of cases.
According to Adalytics, Google places ads in small, silent video players that appear in the corner of the screen. In addition, it was found that sometimes the ads are played automatically, in a loop and without interaction with the viewer because in some cases the skip button is hidden from viewing the ad. Adalytics considers this condition to be a direct violation of Google’s quality standards for TrueView ads and describes it as a reason to artificially increase the cost of ads.
Google dismissed Adalytics’ claims as false, saying the report falsely suggests advertisers are paying more for their campaigns. The internet search giant argues that the majority of video ad campaigns run on YouTube.
According to Google, advertisers can review their ads on third-party websites and prevent them from appearing on their websites. The Company also prohibits advertisers from engaging in malicious, offensive or deceptive advertising practices.
Nandini Jami, one of the founders of the ad industry watchdog group Check My Ads, noticed a huge discrepancy in Google’s response to the above research. The Internet search giant’s blog post notes that it always offers the option to opt out of serving ads on third-party sites, but cup He realized that according to the company’s support page, such a claim is not true.
Christopher LawtonGoogle spokesperson in an interview with Verge He announced: “There are different types of advertising campaigns, for each of which we offer the option of opting out of displaying videos on the sites of the ad publisher. Lawton He noted that if advertisers want to remove third-party sites from their campaigns, they can always do so through their account representatives.
Of course, the low quality of ads is not the only problem with Google’s ad system. While the company says it reviews third-party partners based on existing standards for the safety of serving video ads, that claim appears to be inconsistent with some websites that serve ads. In particular, Adalytics noticed that Google ads were displayed in some Android applications that are no longer available through the Play Store, that some of these applications were made by companies sanctioned by the United States, including Iran.
Additionally, the Check My Ads report, which analyzes Adalytics’ research, points to several suspicious third-party websites that display Google ads. Among these websites, we can mention media under the control of the Russian government, such as Russia Today and Pravada. Other sites cited by Check My Ads include the right-wing media outlet Breitbart, which has previously blocked more than four thousand advertisers. Far-right financial blog Zero Hedge, which was accused of serving Russian ads last year, and NewsMax were among the other suspicious sites Check My Ads pointed to.
Paul Tong A member of the European Parliament, in a statement cited by Adalytics and Check My Ads, criticized Google for the possibility of displaying parliamentary ads on Russian websites.
Currently, it is not clear what the future of Google will be cup Advertisers are entitled to receive money spent on ads that contradict the company’s claims, he tells The Verge.
[ad_2]
Source link
