Google to require all advertisers to verify their identities, starting in the US; existing advertisers will have 30 days to complete the verification process
- Google began requiring political advertisers wanting to run election ads on its platform to verify their identity back in 2018.
Every US advertiser on Google's platform must complete identity verification within 30 days or lose the ability to run ads, turning what was an election-category gate into a universal onboarding step.
Second-order effects
Small and casual advertisers face a compliance burden that larger buyers absorb easily, pushing marginal spend toward platforms with lighter verification while giving verified advertisers a trust signal competitors like other ad networks must decide whether to match.
Third-order effects
If the pattern holds, identity verification becomes table stakes across digital advertising, setting up the infrastructure Google later used to require disclosure of election ads using digitally altered content — accountability layered on top of a known-advertiser base.
The trend: Ad platforms are converting identity verification from a targeted election safeguard into a default requirement for all advertisers, making provenance the foundation for future content-disclosure rules.
This is very good news. However our congressional representatives should pass legislation mandating this verification across all online platforms — if you buy an advert, you need to disclose your identity. No hidden financial transactions. https://twitter.com/...
Wow, this is an absolutely enormous change for Google. Every advertisers that wants to buy Google ads will need to verify their identity, and consumers will get more info about why they were served an ad: https://www.blog.google/...
Everything is political. Google will show who paid for all ads in the future. Not only political ones. Hopefully everyone will be added to the as archives as well. https://blog.google/...
Here is Google's announcement. https://www.blog.google/... Will start in the US and then expand globally. Not a small task; will take a few years. No, this will not solve all problems with bad ads but it is an important step toward accountability. https://twitter.com/...
This is excellent news. I applaud @Google leadership for taking this step to improve the hygiene and frankly safety of the digital ecosystem. This is an excellent example that other platforms should consider following. https://twitter.com/...
New: Google will require all advertisers to go through a identity verification process, previously required for political advertisers. When consumers click “Why this ad?” starting this summer they'll see advertiser running the ad and the country it's based https://www.cnbc.com/..…