Digital advertising plays an important role in making the web what it is today—a forum where anyone with a good idea and good content can reach an audience and potentially make a living. In order for this ads-supported, free web to work, it needs to be a safe and effective place to learn, create and advertise. Unfortunately, this isn’t always the case. Whether it's a one-off accident or a coordinated action by scammers trying to make money, a negative experience hurts the entire ecosystem. That’s why for the last 15 years, Google has invested in technology, policies and talent to help her fight issues like ad fraud, malware and content scammers. Last year, Google were able to remove more bad actors from our ad ecosystem than ever before, and at a faster rate.
In 2017, Google took down more than 3.2 billion ads that violated our advertising policies. That’s more than 100 bad ads per second! This means that Google is able to block the majority of bad ad experiences, like malvertising and phishing scams, before the scams impact people. The company blocked 79 million ads in its network for attempting to send people to malware-laden sites, and removed 400,000 of these unsafe sites last year. And, they removed 66 million “trick-to-click” ads as well as 48 million ads that were attempting to get users to install unwanted software.
Last year, Google removed 320,000 publishers from the ad network for violating its publisher policies, and blacklisted nearly 90,000 websites and 700,000 mobile apps. The company also introduced technology that allows to better protect the advertisers by removing Google ads from individual pages on a website that violate their policies. Last year, Google removed 2 million pages for policy violations each month. This has been critical in scaling enforcement for policies that prohibit monetization of inappropriate and controversial content. In fact, after expanding the policy against dangerous and derogatory content in April 2017 to cover additional forms of discrimination and intolerance, they removed Google ads from 8,700 pages that violated the expanded policy.