Friday, April 24, 2020

Google Will Require Proof of Identity From All Advertisers


In an effort to fight off fraudulent or misleading online ads, Google will require that all advertisers across its sprawling network prove who they are and where they operate, the company said in a blog post on Thursday.




The names of the companies or people behind ads, as well as their countries of origin, will begin appearing on Google ads this summer, starting with several thousand advertisers a month in the United States before expanding worldwide. The measure, which could take years to implement, is designed as a defense against businesses and individuals who misrepresent themselves in paid online promotions, Google said.




The move comes as Google tries to tamp down misinformation and scams related to the coronavirus pandemic. It expands a 2018 verification policy focused on political advertisers serving election ads.




Broadening the policy will “help support the health of the digital advertising ecosystem by detecting bad actors and limiting their attempts to misrepresent themselves,” wrote John Canfield, who handles ad integrity for Google, in the blog post.




In the past, Google has cited predatory behavior by companies that trumpet payday loans, bail-bonds services and third-party tech support, often banning ads outright. In September, Google said that it had taken down more than 3.2 billion ads that violated its advertising policies in a year, or more than 100 bad ads per second.




Under the new policy, Google will suspend the accounts of advertisers that do not provide proof of identity, including W9 forms, passports and other personal identification and business incorporation files. Previously, Google had requested basic information, like names, but did not require documentation.




“Who doesn’t want an internet that is more truthful, especially with the rise of fake news, fake businesses and fake face masks?” said Douglas Rozen, the chief media officer at the digital ad agency 360i. “The inevitability of this makes sense in today’s environment.”




Google intensified efforts to clean up ads after it was discovered that websites spreading false information about the 2016 presidential election were making money by selling ads through the company’s advertising networks.




In late 2016, Google kicked off hundreds of publishers from its AdSense advertising system. Two years later, it required political advertisers to verify their identities before allowing them to buy campaign ads. The move came after Google’s disclosure to Congress that it had accepted nearly $5,000 in advertising during the election cycle from the Internet Research Agency, a Russian company accused of meddling in the race.




More recently, Google has been playing cat-and-mouse with advertisers trying to circumvent its ban on ads that profit from shortages caused by the pandemic. Even as Google said it was catching millions of problematic virus-related ads a day, its networks still failed to rein in many others.




“There’s a lot of money in Google ads; it’s easy for someone to start an advertising account and start dumping money into their system,” said Jared Moré, a digital marketing consultant.




Mr. Moré, who has worked with health care companies for nearly 20 years, said he has seen plenty of sketchy behavior, especially involving search results and ads for drug and alcohol treatment centers. In 2018, Google began requiring advertisers in that category to be certified as addiction services providers.





Expanding the verification process is a necessary step, he said.


“It shouldn’t be a hassle for 99 percent of advertisers,” he said. “It will only be difficult for people who are maybe doing something unscrupulous.”











  • Updated April 11, 2020



    • When will this end?


      This is a difficult question, because a lot depends on how well the virus is contained. A better question might be: “How will we know when to reopen the country?” In an American Enterprise Institute report, Scott Gottlieb, Caitlin Rivers, Mark B. McClellan, Lauren Silvis and Crystal Watson staked out four goal posts for recovery: Hospitals in the state must be able to safely treat all patients requiring hospitalization, without resorting to crisis standards of care; the state needs to be able to at least test everyone who has symptoms; the state is able to conduct monitoring of confirmed cases and contacts; and there must be a sustained reduction in cases for at least 14 days.




    • How can I help?


      The Times Neediest Cases Fund has started a special campaign to help those who have been affected, which accepts donations here. Charity Navigator, which evaluates charities using a numbers-based system, has a running list of nonprofits working in communities affected by the outbreak. You can give blood through the American Red Cross, and World Central Kitchen has stepped in to distribute meals in major cities. More than 30,000 coronavirus-related GoFundMe fund-raisers have started in the past few weeks. (The sheer number of fund-raisers means more of them are likely to fail to meet their goal, though.)




    • What should I do if I feel sick?


      If you’ve been exposed to the coronavirus or think you have, and have a fever or symptoms like a cough or difficulty breathing, call a doctor. They should give you advice on whether you should be tested, how to get tested, and how to seek medical treatment without potentially infecting or exposing others.




    • Should I wear a mask?


      The C.D.C. has recommended that all Americans wear cloth masks if they go out in public. This is a shift in federal guidance reflecting new concerns that the coronavirus is being spread by infected people who have no symptoms. Until now, the C.D.C., like the W.H.O., has advised that ordinary people don’t need to wear masks unless they are sick and coughing. Part of the reason was to preserve medical-grade masks for health care workers who desperately need them at a time when they are in continuously short supply. Masks don’t replace hand washing and social distancing.




    • How do I get tested?


      If you’re sick and you think you’ve been exposed to the new coronavirus, the C.D.C. recommends that you call your healthcare provider and explain your symptoms and fears. They will decide if you need to be tested. Keep in mind that there’s a chance — because of a lack of testing kits or because you’re asymptomatic, for instance — you won’t be able to get tested.




    • How does coronavirus spread?


      It seems to spread very easily from person to person, especially in homes, hospitals and other confined spaces. The pathogen can be carried on tiny respiratory droplets that fall as they are coughed or sneezed out. It may also be transmitted when we touch a contaminated surface and then touch our face.




    • Is there a vaccine yet?


      No. Clinical trials are underway in the United States, China and Europe. But American officials and pharmaceutical executives have said that a vaccine remains at least 12 to 18 months away.




    • What makes this outbreak so different?


      Unlike the flu, there is no known treatment or vaccine, and little is known about this particular virus so far. It seems to be more lethal than the flu, but the numbers are still uncertain. And it hits the elderly and those with underlying conditions — not just those with respiratory diseases — particularly hard.




    • What if somebody in my family gets sick?


      If the family member doesn’t need hospitalization and can be cared for at home, you should help him or her with basic needs and monitor the symptoms, while also keeping as much distance as possible, according to guidelines issued by the C.D.C. If there’s space, the sick family member should stay in a separate room and use a separate bathroom. If masks are available, both the sick person and the caregiver should wear them when the caregiver enters the room. Make sure not to share any dishes or other household items and to regularly clean surfaces like counters, doorknobs, toilets and tables. Don’t forget to wash your hands frequently.




    • Should I stock up on groceries?


      Plan two weeks of meals if possible. But people should not hoard food or supplies. Despite the empty shelves, the supply chain remains strong. And remember to wipe the handle of the grocery cart with a disinfecting wipe and wash your hands as soon as you get home.




    • Can I go to the park?


      Yes, but make sure you keep six feet of distance between you and people who don’t live in your home. Even if you just hang out in a park, rather than go for a jog or a walk, getting some fresh air, and hopefully sunshine, is a good idea.




    • Should I pull my money from the markets?


      That’s not a good idea. Even if you’re retired, having a balanced portfolio of stocks and bonds so that your money keeps up with inflation, or even grows, makes sense. But retirees may want to think about having enough cash set aside for a year’s worth of living expenses and big payments needed over the next five years.




    • What should I do with my 401(k)?


      Watching your balance go up and down can be scary. You may be wondering if you should decrease your contributions — don’t! If your employer matches any part of your contributions, make sure you’re at least saving as much as you can to get that “free money.”











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Google Will Require Proof of Identity From All Advertisers

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