Google says all advertisers will soon have to verify their identities - Business Insider

Google CEO Sundar Pichai speaks during the Google I/O keynote session at Shoreline Amphitheatre in Mountain View, California on May 7, 2019.Google says all advertisers will have to verify their identity going forward, as the company tries to curb spam and other problematic ads on its platforms.

The new verification process means anyone who wants to buy ads on Google's platforms, including Search and YouTube, will have to first prove they're who they say they are. The change is an extension of a rule Google put into place in 2018, when it announced that all political advertisers would have to verify their identity before running election ads.

Google said it will begin by verifying advertisers in phases in the US before expanding globally, a process the company said will take "a few years" to complete. It also said that advertisers with existing ads on its platforms will be given 30 days to complete the verification process.

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