Google announced last week that it will be expanding its identity verification program to include all advertisers. The first iteration of the Google identity verification program was rolled out in 2018 and was launched to encourage transparency in political advertisements. The new version will likely serve a similar purpose, rooting out bad actors and offering more credibility to legitimate advertisers.
How Will Google Identity Verification Work?
According to a Google Blog entry explaining the identity verification change, “As part of this initiative, advertisers will be required to complete a verification program in order to buy ads on our network. Advertisers will need to submit personal identification, business incorporation documents or other information that proves who they are and the country in which they operate.” Google anticipates that this program will take a few years to complete and will begin domestically, expanding around the world in phases.
Will Google Identity Verification Apply To All Advertisers?
Yes. Eventually all advertisers will be required to complete identity verification, but certain advertisers will be prioritized initially. The following groups (see below graphic) of advertisers will likely be asked to complete the verification process first. It is expected advertisers in the prioritized list of categories will be given 30 days to submit the necessary information and documentation to Google.
How Will Users Access The Information Disclosed In The Google Identity Verification?
Beginning this summer, Google users should be able to see the disclosures of advertisers by clicking on the ad URL. The additional information will allow users to make more informed choices with regard to which ads they click on. The identity verification should also give a leg up to advertisers who quickly and willingly disclose their verification information.
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