Google recently launched their Advertiser Identity Verification program, which requires businesses to provide information about their identity and geographic location.
Agencies and third party advertising providers will be able to submit information on behalf of their clients—so Netsertive will be able to assist all of our customers with submitting their verification information.
This is part of Google’s latest efforts to increase transparency for their users, and give them increased choice and control when it comes to the ads they’re served on Google’s different platforms. It is an extension of Google’s 2018 policy requiring political advertisers to provide documents verifying their identity and location.
Who is Required to Verify Their Identity?
All advertisers running ads via the Google Ad Network, Display, or Video 360 must complete verification eventually. The admin of the Google account will be notified via email when they need to complete verification. For Netsertive customers, that means we will receive the notification and will work with you to complete verification.
At present, there is no official deadline but Google has stated that advertisers will be required to complete verification at some point over 2020-2021.
What Information do Advertisers Have to Provide?
Google will require advertisers to provide the following documents and information:
- Personal identification methods
- Business incorporation documents
- Possibly other items to verify who they are
- Operating geography
When Does this Go Into Effect?
The program is currently active in the United States and Google stated they would roll it out in phases across the globe. It involves these two steps:
Step 1: Complete the form included in the verification email, submitting all requested information and documentation
Step 2: Complete in-account identity check, submitting all requested information and documentation
As Google extends this priority across its network, it may prioritize certain industries who meet one of the below criteria:
- Promotion of products, goods, and services
- Promotion of informational, advisory, or educational content
- Promotion of content related to regulated industries
Advertisers prioritized by Google will be sent instructions to complete their verification. They will have 30 days from the time they receive the alert to provide the information, and then another 30 days from that time to complete the program. If they are late completing their verification, their ads will stop being served.
How Will the User Experience Change?
Google is committed to establishing trust with users throughout its digital ads platforms. This initiative enables customers to better understand which advertiser is behind the Google-served ads that they see online. Users will now have greater insight into the companies serving them ads on Google, by providing a shortcut to information about the advertiser.
In the graphic below, users will now be able to click on the URL associated with the ad and select “About the Advertiser”—which grants them information about who the company is and where they’re located.
What if I Don’t Manage My Own Ads?
Agencies and third party advertising providers will be able to submit information on behalf of their clients. For Netsertive customers, that means we will receive the notification and will work with you to complete verification. As a Google Partner, we are staying on top of all relevant updates and will keep our customers informed on necessary steps as we learn more.
In the meantime feel free to contact us for more information and any questions.
Coleen Kinen-Ferguson
Coleen Kinen-Ferguson is the Inbound Marketing Manager at Netsertive. When she's not busy writing blogs, drafting content strategies, or collaborating with the marketing team, you'll probably find her at the gym practicing aerial acrobatics.
