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Google is extending its identity verification program - Business Insider

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Google's extended verification policy will likely have a positive impact on the digital advertising industry, as it should deter malicious actors

2019, Google introduced new cookie-related transparency controls along with a browser extension that informs users of what intermediaries were involved in serving and targeting a given ad.

The new hurdle for advertisers will likely be a net positive for the digital advertising industry, as the verification program should help deter malicious actors. Advertisers will have 30 days to submit the required documents after receiving a notice — a nontrivial task for some advertisers — with failure to submit resulting in their ads being stopped entirely.

The issue of misleading ads has become especially prevalent at the moment, with ads promoting fraudulent coronavirus cures and faulty treatments proliferating across the digital ecosystem — last week alone, medical companies were banned from advertising in the UK for promoting potentially dangerous products.

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