A recent report found that the majority of video ads shown on third-party websites do not meet the standards set by Google. According to Adalytics, the company responsible for the study, about 80% of the ads displayed on these sites do not meet the criteria set by the tech giant..

Google, although known for offering great smartphones, advertising is the main source of income. This revenue comes from both YouTube ads and targeted ads on other publications and websites. However, the report states that a significant proportion of video ads shown on third-party sites violate Google’s own policies, which could result in advertiser refunds.

When advertisers buy ad space on YouTube, they have the option to show the same ads on third-party sites. In this strategy, ads should play at the beginning after clicking on the video with the sound on. However, according to Adalytics, most ads do not follow this practice. Instead, many of them play automatically in a small, muted preview window in the corner of the website.

Another issue noted in the report is that many of these ads appear on low quality sites that spread misleading information or feature sensational content, and even pirate sites. The Wall Street Journal, which investigated the findings, independently confirmed some of them, but was unable to fully verify the issue pointed out by Adalytics.

Google may have to refund advertisers

If the allegations are confirmed, advertisers will be able to request a refund under terms set by Google itself. Given the size of the advertising business the company runs, these returns can run into the billions. The amount advertisers pay varies by ad type. While approximately $100 is charged for every 1,000 full, non-skipped ad views sold by Google, many of the ads that play automatically without sound are worth about $5 for every 1,000 views, according to the report.

In response to the report, Google released a statement to the Wall Street Journal saying that many of the claims are inaccurate and do not reflect the steps the company has taken to keep advertisers safe. The company noted that it routinely removes ads from partner sites that violate its policies and will take appropriate action upon receipt of a full report.

Adalytics is responsible for reporting and managing the closed beta browser extension, collecting ad data and using this collective information to understand which ads are shown and how relevant they are to users. The company is committed to improving the experience for both advertisers and consumers. In addition, Google is currently under investigation by the European Union in connection with its advertising business, which is being interrogated about the control and ownership of large companies in the three pillars of advertising (selling, buying and sharing). If the EU decision goes against Google, the company may be forced to sell some of its business.

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Source: The Wall Street Journal.

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