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Google joins Ads Integrity Alliance

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Google can help monitor online adverts

Google has announced it will formally join up with the Ads Integrity Alliance as part of its ongoing battle to rid the internet of bad adverts.

After a week where the search engine prepared to face questions from antitrust regulators, it will now line up alongside other high-profile clients such as Facebook, Twitter, AOL and the Internet Advertising Bureau to ensure bad ad campaigners are identified and stopped as quickly as possible, in an initiative backed by internet protection organisation StopBadware.

It will be targeting adverts that carry harmful content such as malware, try to sell counterfeit goods to the user or entice them into scams, while also looking at companies who are not wholly transparent about their data sharing policies.

Google has long fought against bad ads, and in 2011 took down more than 130 million suspect campaigns by around 800,000 advertisers. This enormous figure gives some measure of the task ahead, but writing on Google’s official blog, global public policy manager Eric Davis said: “We think the web is worth fighting for, which is why we strongly support the Ads Integrity Alliance’s efforts to tackle bad actors who seek to damage it.”

What will the Ads Integrity Alliance do?

Three key stages comprise the Ads Integrity Alliance strategy. A ‘Develop’ level sees members communicate to establish industry policy recommendations when it comes to the worst bad ad offenders. Having agreed on these points, they will ‘Share’ their ideas for classifying and dealing with bad ads, and combine all the best aspects to formulate best practices.

Finally, the Alliance will ‘Educate’ by sharing all of its data and ideas with law enforcement agencies to try and create a strong shield that will keep bad ads at bay.

In this way, it hopes to protect the integrity of an online advertising market that is naturally vital for many companies, and help users enjoy a safer internet experience.

Daniel Nolan, managing director at theEword, said: “While each of the Alliance’s members are massive online presences in their own right, they have obviously accepted that they will not be able to police bad ads alone, as campaigners will simply shift their efforts from site to site and dodge any individual website bans. Hopefully they will enjoy greater success by working together.”

Written by James Riches

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