this is from pacedm.com -- 1.7 Billion Bad Ads Purged from Google’s System in 2016 Google has announced that over the course of 2016 they have removed approximately 1.7 billion advertisements from its site, which is more than double what they removed in 2015. These ads are considered bad for a variety of reasons such as being deceptive, predatory offers, misconduct of some type, and more. Most of the removals were done automatically through the systems that Google puts in place. They have updated these systems to crack down more on ads that they feel should not be displayed on their properties or through their ad networks. One of the biggest changes to their rules is an elimination of so-called ‘payday loans.’ As of July, Google stopped displaying any loans that will come due within 60 days of the loan being issued. They also won’t put up ads that have an APR of more than 36% (this is for the US only at this point). Illegal pharmaceuticals also made up a large portion of the ads that were removed. In 2015 they took down 12 million ads in this category, but in 2016 that number shot up to 68 million. Illegal gambling ads made up another 17 million of the removed ads. Not surprisingly, fake news ads were a big problem, likely more in the later part of the year. 7 million ads that were specifically trying to work around the fake news rules were removed last year alone. Scott Spencer is Google’s director of product management, sustainable ads. He commented that, “Ultimately bad ads pose a threat to users, Google partners and the sustainability of the open web itself.” For Google and all the other major ad companies, this is going to be a long-term battle. Automated systems will be updated, and those who want to display bad ads will adapt. It is encouraging to see that Google is taking this issue seriously and trying to push back. --- Google Mobile Ad Revenue Surges – Higher Prices to Come? Google released a lot of their financial numbers recently, and to put it mildly, it was a good year for the company. They had an overall revenue of $26.1 billion for the fourth quarter, which is a 22% increase year over year. Of that revenue, $22.4 billion of it was from ads, up 17% YoY. In just about every other measured category, Google revenue went up as well. What didn’t climb nearly as fast in terms of ads, however, was the inventory of ad slots for mobile. The demand is continuing to rocket both in terms of overall ad dollars, and ad dollars specifically spent on mobile. Since the market saturation of smart phones is so high, the total number of places where Google can display ads is slowly starting to level out. This means that demand is continuing to shoot up, but supply is growing at a much more modest rate. Anyone with even a basic understanding of economics knows what this leads to. The price for mobile ads is poised to go up. Of course, most people have been expecting that this would happen at some point. And at least for now, mobile ad space is still extremely inexpensive for what you get. Even compared to desktop ads, mobile is cheaper in almost every category. The question on many people’s minds is going to be how high the prices will rise over the next 12-24 months, and at what point will the industry find its balance between supply and demand, and at what price. Anyone who is relying on the cheap mobile ad prices for their success, however, better really start looking for some alternative marketing options. It is almost certain that the prices will be on the rise over the course of 2017.