So finally Google has announced, to begin with, requiring documentation for identity verification and the GEO location of advertisers.
One can say that it is the updated version of the 2018 policy update requiring identity verification for political advertising.
Let’s understand the requirements for advertisers.
- Personal identification methods
- Business incorporation documents
- GEO Location
- Other items to verify the user
The program will as usually start with the U.S. first and then rolling out globally. The verification will apply for Search, Display, and YouTube Ads.
Google believes it will take a few years to complete the verification for the entire ad ecosystem. They will initially prioritize certain industries in the phased rollout following with notifications.
The advertisers will get 30 days to provide the verification documents once notified. It will take about 3-5 days for Google to verify the user.
Failing to submit the verification documents within 30 days of notice will result in stopping the ads from all the platforms.
Disclosures will show the trademarked/legal name of the advertiser, and not the entity who is necessarily managing the ads. This simply means that the agencies who run ads on behalf of their clients will not be required to verify their own identity. However, agencies and Google Partners will be able to submit on behalf of their clients.
What Changes for User Experience in Ads
After the update, internet users will see disclosures on ads about the identity of the advertisers. It will be under the right drop-down after the title tag and then below the option “Why this ad?”
The information will have Advertiser’s name, country location, and a toggle option to stop receiving ads from them.
In-Display Ads, you will receive the information via the Ad Choices icon, or the “x” that appears on the banner.
In YouTube, the “i” icon or the three dots icon will shove the information, that appears in every ad.
Why Google Needs Verification?
Google is aiming to provide greater transparency towards ads and equip users with more data on ‘Who is advertising to them?’
Here’s what Jack Canfield, Director of Product Management, Ads Integrity has to say about this update.
“This change will make it easier for people to understand who the advertiser is behind the ads they see from Google and help them make more informed decisions when using our advertising controls. It will also help support the health of the digital advertising ecosystem by detecting bad actors and limiting their attempts to misrepresent themselves.”
As a digital marketing agency, we believe this update will not only provide greater transparency towards ads but will also boost the security aspect of keeping out illegitimate advertisers.
If you need some more information on Google Ads, please feel free to get in touch with our Google Adwords Experts at AMH Web Studio now!