Google Removed 2.3 Billion Bad Ads In 2018

Doris Richards
March 16, 2019

The company also launched 330 new detection classifiers to help detect bad ads at the page level, removing almost 734,000 publishers from its network and bad ads from a total of 1.5m million apps.

In line with its commitment to making the web a better place for consumers by protecting them from misleading, inappropriate, or harmful ads, Google today released the 2018 "Bad Ads Report".

Google took down 2.3bn ads across its network previous year, almost one billion fewer "bad ads" it had to remove in 2017. The company's "improved machine learning" tech allowed it to identify and ban nearly one million bad ad accounts, helping it to get to the root cause of bad ads on its network. On Thursday, Google announced the launch of a new Policy manager to help advertisers navigate policy decisions and restrictions in their accounts. Our ads are meant to connect users with relevant businesses, products and services; but bad ads ruins the experience.


"We, at Google, have been working towards protecting the users, advertisers and publishers by investing significant technological resources", Scott Spencer, Director of Sustainable Ads, Google, said in a statement. And, every year, through our "Bad Ads Report", we share key actions and data to keep the ecosystem safe through our policies across platforms. Google added new policies in 2017, and highlighted its efforts in this year's report, noting it took down ads on roughly 1.2 million pages, 22,000 apps and 15,000 sites for violating policies around misrepresentative, hateful or low-quality content. The company removed more than 531,000 ads for bail bonds a year ago. It also removed around 58.8 million advertisements for phishing scams from its network.

Google removed nearly 207,000 ads for ticket resellers, over 531,000 ads for bail bonds and about 59m phishing ads.

Google can sometimes detect policy violations during the ad creation process. The company says it also removed ads from nearly 1.2 million pages a year ago for misinformation and other low-quality content. The company said it was able to "take more granular action" by cutting ads from almost 28m pages that violated its publisher policies.

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