Google is working to bring additional transparency into the advertiser behind the ads people see, the company has announced. In a bid to provide greater transparency and equip users with more information about who is advertising to them, Google is extending identity verification to all advertisers on all its platforms.
As part of this initiative, advertisers will be required to complete a verification program in order to buy ads on our network. Advertisers will need to submit personal identification, business incorporation documents, or other information that proves who they are and the country in which they operate. Users will start to see disclosures that list this information about the advertiser behind the ads they see.
The development follows Google’s verification policy for political advertisers that was announced in 2018. The policy required that all advertisers that want to run election ads on any of Google’s platforms go through a verification program to confirm their identity and it is displayed in the ad unit so that users can learn more about the election ads.
This change will make it easier for people to understand who the advertiser is behind the ads they see from Google and help them make more informed decisions when using it’s advertising controls. It will also help support the health of the digital advertising ecosystem by detecting bad actors and limiting their attempts to misrepresent themselves.
Verifying advertisers will start in the U.S. and continue to expand globally.