Google is set to update its third-party policy in November 2024, which will bring serious consequences for those who allow significant or prolonged violations of its policy.

Details:

• New sanctions target third parties that enable significant or prolonged policy violations.
• Consequences may include:
  • Loss of privileges.
  • Removal of third-party programs from Google (for example, Google Partners).
  • Account suspension.

Why it’s important: This move is intended to maintain the integrity of Google’s advertising ecosystem and discourage non-compliant behavior among third-party partners. Therefore, third-party ad technology providers and app developers must ensure compliance to avoid losing access to Google Ads, which could impact their ability to reach audiences and maintain ad campaigns.

The trap. Violators’ Google Ads accounts will be suspended immediately upon detection, without warning, and permanently banned from advertising on the platform.

Zoom. The policy update also addresses specific issues related to AdMob and AdSense:

• Apps that offer compensation for clicking ads, browsing the web, or reading emails are prohibited.
• Google ads cannot appear on apps that encourage these activities.
• Apps promoting or providing instructions for such services are also prohibited.

The big picture. This strict stance reflects Google’s ongoing efforts to combat invalid ad impressions and clicks, ensuring a more trusted advertising environment.

What to watch. How will this policy update impact the broader ecosystem of third-party ad tech providers, agencies and app developers working with Google’s advertising platforms?

The essentials. Third-party partners and app developers must prioritize compliance with Google Ads policies or face serious and permanent consequences.