The news: Google is implementing a new policy requiring sites to adhere to the "better ads standards” laid out by the Coalition For Better Ads.
Who watches the watchmen? While these changes are welcome, they also highlight Google’s power to be a gatekeeper.
Why it matters: Implementing the coalition’s standards is good business practice for Google, especially considering how much Google grosses per search user.
The updates should also be welcome for users: On the whole, website ads are more annoying to US internet users than ads on social media or TV/streaming.
The big takeaway: Just as a grocery wouldn’t reward a supplier who keeps supplying expired products, so too Google is taking steps to disincentivize website owners that supply the search giant with bad inventory, which could likely discourage a consumer from clicking through on Google Ads as often.
This article originally appeared in Insider Intelligence's Marketing & Advertising Briefing—a daily recap of top stories impacting the industry. Subscribe to have more hard-hitting takeaways delivered to your inbox daily.
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