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Many major brands' ads are landing on pages where the advertisers would not want them to, such as websites hosting porn or those sanctioned by the US government, all thanks Google's search partner network.
Adalytics, an advertising performance optimisation platform, made the revelation in a report that carried photographic evidence in the form of screenshots displaying Google Ads that were appearing on such websites as may be deemed undesirable by these brands.
The report stated that various well-known brands, government agencies, and organisations had their Google search ads displayed on unauthorised websites, including those sanctioned by the US Treasury, explicit adult sites, and Iranian websites.
Right now, Google doesn't give details about where your ad shows up on the search network.
Adalytics started looking into the matter when a Fortune 500 company thought its ads were only on Google but found them on other websites too. They wanted to see if their brand might be at risk.
The firm used free data and tools to find out how "shady" Google's Search Partner Network (SPN) might be. They checked around 7.2 million sites for ads and also talked to brands and agencies they work with to understand more about where Google puts ads.
The Google Search Partner Network (SPN) is a part of Google Ads that extends the reach of ads beyond Google's own search results. It includes various non-Google websites, as well as other Google-owned sites like YouTube and Google Maps, where ads can appear.
Advertisers who opt into the Search Partner Network allow their ads to be displayed not only on Google's search results but also on these partner sites, broadening their ad reach across different platforms.
According to MediaPost, SPN brings Google about $10.5 billion each year.
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