Google is set to roll out a new policy update in November 2024, focusing on clamping down on significant or sustained policy violations by third-party partners. The tech giant aims to maintain the integrity of its advertising ecosystem by introducing stricter consequences for non-compliance, particularly targeting those who facilitate or enable repeated infractions.
New Penalties for Third-Party Violations
The updated policy introduces more severe consequences for any third parties—such as ad tech providers, marketing agencies, and app developers—who fail to adhere to Google’s advertising rules. The penalties include:
– Loss of privileges related to using Google’s advertising services
– Removal from Google’s third-party programs, such as the Google Partners program
– Account suspension, with permanent bans from the platform
One of the most critical aspects of the policy is that Google will suspend the offending party’s Ads account immediately upon detecting violations, without prior warning. Once banned, the party will no longer be able to advertise through Google’s platform.
Impact on AdSense, AdMob, and Incentivized Ads
The policy also addresses specific practices within AdMob and AdSense that undermine the quality of user engagement. Apps or services that offer compensation or incentives in exchange for ad clicks, web browsing, or email reading will now be explicitly prohibited. Google Ads can no longer be placed on apps promoting these incentivized activities. Additionally, any app providing instructions or promoting these practices will be banned from the platform.
The Bigger Picture
This policy update reflects Google’s ongoing efforts to combat fraudulent activities such as invalid ad impressions and clicks. By tightening the rules, Google aims to foster a more trustworthy environment for advertisers, reducing the likelihood of abuse or manipulation.
What to Expect Moving Forward
The new policy has significant implications for third-party providers and app developers, as they must ensure full compliance to maintain access to Google’s ad platforms. Loss of access could severely disrupt ad campaigns, limiting these companies’ ability to reach audiences. It remains to be seen how the broader advertising ecosystem will respond, but compliance will become a critical factor for agencies, ad tech providers, and developers working with Google’s advertising platforms.
