- Google blocks millions of advertisers annually due to malicious intent signals, protecting the integrity of its ad ecosystem.
- Google lost $30-40 million due to the 3ve botnet fraud scheme but compensated advertisers to ensure they didn't lose money.
In its defense against the Department of Justice's antitrust claims, Google executives emphasized the importance of maintaining a closed advertising ecosystem to ensure security and prevent fraud. Per Bjorke, director of product management for ad traffic quality, and Alejandro Borgia, director of product management for ad safety, both testified that Google's control over its ad tools is essential to keeping out bad actors and protecting advertisers from threats like click fraud.
Bjorke explained that Google’s multistep verification process for publishers and advertisers is a cornerstone of its ad safety measures. Each day, up to 20,000 publishers seek to join Google’s network, and every application undergoes rigorous vetting. Borgia noted that millions of advertisers are blocked annually due to signals of malicious intent, helping Google maintain trust in its ecosystem.
He further emphasized, “we would be unable to do our jobs” without the scale and visibility that Google’s closed system provides.
Bjorke cited a past internal project, AWBid, as an example of the trade-offs between openness and security. AWBid would have allowed advertisers to bid on external ad exchanges, but it was ultimately rejected because it would "fundamentally change" Google’s ability to combat fraud. Opening the ecosystem too much, he argued, increases the risk of fraudulent activity. He also referenced the 3ve botnet, which cost Google $30-40 million, highlighting the financial impact of such security breaches.
Despite its dominance, Google says it has chosen to work with competitors on initiatives like ads.txt, a tool designed to reduce fraud across the industry. Bjorke stressed that while Google’s system is closed, it helps protect the entire digital advertising landscape by maintaining security and trust.
Edited by Harshajit Sarmah
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