An eclipse is a very rare occurrence. Ancient myths say earthquakes happen, volcanoes erupt, or aliens appear. Other myths say it drives man crazy. Today we see Google giving refunds back to their clients for their many years of massive ad fraud.
This is a very good move on Googles part to temporarily keep regulators at bay. The massive ad fraud problem they have is now shifting from Googles liability to the publishers. This is similar to how credit card companies make their merchants pro active with credit card fraud and the fee which is charged to them. Keep in mind, this shift is only for the Google Network Members. Google Properties will still have massive ad fraud.
By shifting the ad fraud refund to publishers, Google is now trying to show the appearance of a “real exchange“. Exchanges are known to be unbiased between multiple buyers and sellers. A very important characteristic exchanges have is one that acts as a third party without taking proprietary positions or making markets as we see with Google. Google fails at that part by front running ads. Also, exchanges exercise power between it’s members conduct as we see with Google enforcing refunds for ad fraud among it’s members. This gives Google the upper hand.
But…..don’t be fooled. This new refund is only coming from Googles Network Members and not from Google properties such as Google Search, Youtube, Google App, Gmail, Google Maps, and Google Play. Note below on Google’s most recent 2017 Q2 report that Google Network Members contributes to only about 19% of it’s Google Advertising Revenue. What this means is, the Google Network Members line will decrease in the future and Google will focus on increasing it’s main business that doesn’t have to give refunds back. Google properties accounts for 81% of its ad revenues.
What are advertisers and Google Network Members supposed to do?
From an advertisers point of view, an advertiser should only use Google Network Members that opt into the refund program. The advertiser must use technology such as SecureAd to show proof of fraud and collect the GLCID which is required from Google. We are seeing more advertisers and ad agencies being proactive with ad fraud. The reasoning is to show value and transparency to their higher ups for what they are doing in this ever changing adtech ecosystem.
From the publisher’s point of view which are the Google Network Members, they are going to want to make sure they have publisher analytics in place for when Google requests a refund back. The publisher analytics are very important because it will verify any discrepancies that may arise between the advertiser, Google, and the publisher.
A note should be made, Google will refund the “Platform Fee” which is around 7-10% of total purchase. This is peanuts for the revenue juggernaut.
Solar anomalies can cause unnecessary hysteria and make fools of people. While many ended up in the emergency room for putting sunscreen on their eyeballs, Google continues to burn it’s clients and eclipse regulators.