Google is set to update its third-party policy in November 2024, introducing severe consequences for those enabling significant or sustained policy violations.
Details:
- New penalties target third parties that enable significant or sustained policy violations.
- Consequences may include:
- Loss of privileges.
- Removal from Google third-party programs (e.g., Google Partners).
- Account suspension.
Why it matters: The move aims to maintain the integrity of Google’s advertising ecosystem and discourage non-compliant behavior among third-party partners. As a result, third-party ad tech providers and app developers must ensure compliance to avoid losing access to Google Ads, potentially impacting their ability to reach audiences and maintain ad campaigns.
The catch. Violators’ Google Ads accounts will be suspended immediately upon detection, without warning, and permanently banned from advertising on the platform.
Zoom in. The policy update also addresses specific issues with AdMob and AdSense:
- Apps offering compensation for ad clicks, web surfing, or email reading are prohibited.
- Google ads can’t be placed on apps that incentivize these activities.
- Apps promoting or providing instructions for such services are also banned.
The big picture. This strict stance reflects Google’s ongoing efforts to combat invalid ad impressions and clicks, ensuring a more trustworthy advertising environment.
What to watch. How this policy update will impact the broader ecosystem of third-party ad tech providers, agencies and app developers working with Google’s advertising platforms.
The bottom line. Third-party partners and app developers need to prioritize compliance with Google Ads policies or risk severe and permanent consequences.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
