Google Ads: Identity please?

All advertisers on Google will have to show proof of identity and where they operate from as part of the search giant’s move towards greater transparency to users.

With this move, users can know who the advertiser is so that they can make more informed decisions.

“It will also help support the health of the digital advertising ecosystem by detecting bad actors and limiting their attempts to misrepresent themselves,” wrote John Canfield, Director of Product Management (Ads Integrity) at Google in a blog post.

The new verification measure will start with US advertisers and rolled out globally later. Don’t expect the process to be completed anytime soon because it may take a few years to complete the verification.

Advertisers will be required to complete a verification programme in order to buy ads on Google. They will need to submit personal identification, business incorporation documents or other information that proves who they are and the country in which they operate.

“At Google, our goal is to make more information about the ad experience universally available and accessible. Broadening our verification policy is the next step in reaching that goal. We’ll continue to look for additional ways to increase transparency in ads for our users,” said Canfield.