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Breaking News: Google Ads to Require Identity Verification

Breaking News: Google Ads to Require Identity Verification – Google announced that they’re going to begin requiring documentation of user identity and geographic location for advertisers.

The new policy is tied to their 2018 policy update requiring identification verification for political advertisements.

Requirements for Advertisers

The verification program will include:

  • Personal identification methods
  • Business incorporation documents
  • Possibly other items to verify who they’re
  • Operating geography

The program will start within the U.S. and roll out globally, and can apply to look , Display, and YouTube.

Google noted they believe it’ll take a couple of years to finish verification for the whole ad ecosystem.

Certain industries are going to be prioritized within the phased roll out, and can be notified accordingly. they’re going to have 30 days to submit the specified verification upon receiving notice it’s required. Once submitted, it takes about 3-5 for Google to verify.

Failure to submit the knowledge within 30 days will end in ads being stopped.

Disclosures will show the trademarked/legal name of the advertiser, and not the entity who is necessarily managing the ads.

This means agencies who run ads on behalf of a client won’t be required to verify. However, a Google rep stated agencies and Google Partners are going to be ready to submit on behalf of their clients.

What Changes for User Experience in Ads

  • Tied to the present change, users will start to ascertain disclosures on ads about the identity of the advertiser.
  • It will appear below the “Why this Ad?” option.
  • The information will include Advertiser name, country location, and a toggle choice to stop receiving ads from them.
  • In Display, the knowledge are going to be available via the Ad Choices icon, or the “x” that appears on the banner.
  • In YouTube, the knowledge are going to be available by clicking the “i” icon or the three dot icon that appears in every ad.

Why Google Ads would require Verification

In continuing strides towards ads transparency, Google is attempting to “provide greater transparency and equip users with more information about who is advertising to them,” consistent with the announcement from Jack Canfield, Director of Product Management, Ads Integrity.

“This change will make it easier for people to know who the advertiser is behind the ads they see from Google and help them make more informed decisions when using our advertising controls. it’ll also help support the health of the digital advertising ecosystem by detecting bad actors and limiting their attempts to misrepresent themselves.”

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