Brand Safety Considerations And Google’s Search Partner Network

Understanding the GSP Network

The GSP network is an extensive collection of websites that use Google’s search and monetization tools. This network extends the visibility of ads beyond Google’s properties to a variety of sites, including YouTube, offering a broader audience reach to advertisers.

However, this wider reach also brings with it a series of challenges, the most significant of which is ensuring brand safety.

Brand Safety Concerns in the GSP Network

Recent research from Adalytics highlighted potential brand safety risks within the GSP network. The study discovered that ads from prominent brands were appearing on websites that violate Google’s own policies.

These websites reportedly contained copyrighted material, explicit adult content, and were linked to sanctioned entities, raising significant concerns about brand safety. Moreover, these ads were inadvertently appearing on websites that advertisers had explicitly blocked, leading to a potential breach of trust.

The Fallout: Marketers Reassessing Ad Spend

These revelations have led marketers to reassess their ad spends on Google Search and Performance Max (PMax). PMax, a performance advertising product that uses AI to optimize ad campaigns across different formats and environments, has been particularly scrutinized.

While PMax offers extensive reach and targeting capabilities, its transparency has been called into question. Advertisers have noted that post-campaign reporting often lacks detailed insights into where their ads have been displayed, causing discomfort among brands keen on maintaining a safe digital presence.

Google’s Response and Mitigation Measures

Google has responded to these concerns by allowing advertisers to opt out of the Search Partner Network. This temporary measure lets advertisers exclude search partners from all campaign types, including PMax and app campaigns.

In addition to this, advertisers can also exclude their ads from appearing on specific SPN sites by coordinating with their account representatives.

The Power of Defaults

The Adalytics report and ensuing discussions have brought to light the power of default settings in advertising platforms. By default, when advertisers create a campaign for the search network, it includes GSP websites. Although this extends the ad reach, it can also expose brands to potential risks.

Understanding and managing these default settings is crucial for advertisers. It’s essential to regularly review these settings to ensure alignment with brand safety principles and to prevent inadvertent appearances on unsuitable sites.

The Way Forward: Ensuring Brand Safety

While Google has taken steps to address the concerns raised, there is a need for more robust measures to ensure brand safety.

1. Opt-in Service: The GSP network should be an opt-in service rather than an opt-out one. Campaigns should not run on GSP unless an advertiser consciously chooses to do so.
2. Category-level Exclusion: GSP should offer category-level exclusion options, allowing advertisers to opt-out of running ads on unsuitable categories of sites.
3. Vendor Filtering: GSP should filter vendors for overall brand safety before allowing them into the network. This proactive approach can significantly reduce the risk of inappropriate ad placements.

Implementing these measures will go a long way in assuring marketers of the safety and value of their advertising investments in the GSP network.

Conclusion: The Need for Greater Transparency and Control

Brand safety is a critical concern for advertisers in an increasingly digital world. The recent revelations about the GSP network underline the need for greater transparency and control over advertising placements.

While Google has taken steps to address these concerns, there is a need for continuous monitoring and improvement to ensure a safe and valuable advertising experience. By adopting proactive measures and providing advertisers with more control over their ad placements, Google can strengthen its position as a trusted partner in the digital advertising landscape.

For marketers, the key takeaway is the importance of understanding and actively managing their ad placements. By keeping a close eye on their ad campaigns and regularly reviewing their settings, they can ensure that their brand remains safe and their advertising investments deliver value.

The discussions and revelations around the GSP network serve as a reminder of the dynamic nature of the digital advertising landscape. As the landscape continues to evolve, advertisers and platforms alike must stay vigilant and adaptive to navigate the challenges and seize the opportunities that come their way.

References & Further Reading

• Google’s Search Partner network comes under fire in research underlining brand safety vulnerabilities
• Google Search Ads End Up on Pornographic and Sanctioned Sites
• Google Search Partners Is Unsafe For Advertisers, But It Can Be Fixed
• Google advertisers can now opt out of Search Network