Google has recently announced the option for advertisers to opt out of the Search Partner Network (SPN) following an Adalytics report claiming that Google search ads were appearing on inappropriate non-Google websites through the SPN. This has the potential to damage a brand’s reputation, as well as inefficiently using advertising budget, time, and resources. As a result, advertisers now have the chance to exclude all campaign types, such as Performance Max and app campaigns, from the SPN until 1 March 2023.
The Adalytics report suggested that an unnamed Fortune 500 company had its ads served on websites such as Breitbart.com, despite it being added to its account-level domain exclusion list several years beforehand. Dan Taylor, Vice President, Global Ads at Google, disputed the claims, describing them as “wildly exaggerated”.
Google’s decision to offer advertisers the ability to opt-out of the SPN is a positive move for brand safety. It helps to ensure that companies are not inadvertently launching campaigns on inappropriate sites, and their advertising budget is being spent efficiently.
Originally reported by Martech: https://martech.org/google-lets-advertisers-opt-out-of-search-partner-network-amid-adalytics-claims/
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