Google and the Company It Keeps: Money Is Money
January 10, 2024
This essay is the work of a dumb dinobaby. No smart software required.
If this recent report from Adalytics is accurate, not even Google understands how and where its Google Search Partners (GSP) program is placing ads for both its advertising clients and itself. A piece at Adotat discusses “The Google Exposé: Peeling Back the Layers of Ad Network Mysteries.” Google promises customers of this highly lucrative program their ads will only appear alongside content they would approve of. However, writer Pesach Lattin charges:
“The program, shrouded in opacity, is alleged to be a haven for brand-unsafe ad inventory, a digital Wild West where ads could unwittingly appear alongside content on pornography sites, right-wing fringe publishers, and even on sites sanctioned by the White House in nations like Iran and Russia.”
How could this happen? Google expands its advertising reach by allowing publishers to integrate custom searches into their sites. If a shady publisher has done so, there’s no way to know short of stumbling across it: unlike Bing, Google does not disclose placement URLs. To make matters worse, Google search advertisers are automatically enrolled GSP with no clear way to opt out. But surely the company at least protects itself, right? The post continues:
“Surprisingly, even Google’s own search ads weren’t immune to these problematic placements. This startling fact raises serious questions about the awareness and control Google’s ad buyers have over their own system. It appears that even within Google, there’s a lack of clarity about the inner workings of their ad technology. According to TechCrunch, Laura Edelson, an assistant professor of computer science at Northeastern University, known for her work in algorithmic auditing and transparency, echoes this sentiment. She suggests that Google may not fully grasp the complexities of its own ad network, losing sight of how and where its ads are displayed.”
Well that is not good. Lattin points out the problem, and the lack of transparency around it, mean Google and its clients may be unwittingly breaking ethical advertising standards and even violating the law. And they might never know or, worse, a problematic placement could spark a PR or legal nightmare. Ah, Google.
Cynthia Murrell, January 10, 2023
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