Commentary

Google Disabled Over 500 Million 'Bad Ads' Last Year

Google disabled over half a billion “bad ads” -- 524 million of them, to be exact -- from its networks and exchanges in 2014, according to a blog post the search giant published this week.

That’s nearly 200 million more than the 350 million “bad ads” Google removed from its systems in 2013, which was up from 220 million in 2012.

The numbers indicate that “bad ads” are clearly on the rise, but they do need to be put in perspective. Google sees billions of ads per day, and notes in its blog post that “this represents a tiny fraction to the total ads on [its] platform.”

advertisement

advertisement

This trend has been consistent in the last several years and we attribute it to several factors, including: the growth of online advertising overall and constant improvement of our detection systems,” wrote Google in its 2013 roundup.

The 524 million figure can be put in perspective another way. According to Google, “if someone spent one second looking at each ad, it would take them more than 17 years to view them all.”

Google says 214,000 bad advertisers using 86 different languages were banned from over 150 countries and territories last year.

“This is a constantly evolving fight,” wrote Vikram Gupta, director of ads engineering at Google and author of the blog post. “Bad actors continually create more sophisticated systems and scams, so we too are continually evolving our practices, technology, and methodology in fighting these bad ads.”

A report from Integral Ad Science released earlier this week noted that fraud on networks and exchanges continues to increase, reaffirming Google's findings. Per Integral's report, fraudulent ads made up 14.5% of all inventory on networks and exchanges last quarter, up from 13.7% in Q3 2014. That's one reason why ad fraud is one of the market's main concerns in 2015.

2 comments about "Google Disabled Over 500 Million 'Bad Ads' Last Year".
Check to receive email when comments are posted.
  1. Craig Mcdaniel from Sweepstakes Today LLC, February 4, 2015 at 1:39 p.m.

    Tyler, thanks for the story. I personally think the "Bad Ad" problem on Google is even worse than the given to you. I would hope that Google would increase the number of block ads a publisher can stop currently at 500 to something closer to 1,500. As a publisher I don't want junk ads on my website. Now it has gotten to the point between the worst of two bad ads.

  2. Jeff Martinez from Oxford-Biochron.com, February 4, 2015 at 3:04 p.m.

    It's far worse than this. We have a new report out that shows ad fraud click +88%.

Next story loading loading..