No, the company Google is not interested in learning the lyrics to that awesome 1970’s song by rock legend’s The Who, “Who Are You”. We’re talking about advertising, people. As cool as that would be, Google has a new policy that all advertisers will now be required to verify their identity in order to to advertise according to CNBC.
I’m totally okay with this as a consumer, I think. I personally like the idea that they are vetting advertisers. Obviously, if only large Fortune 500 companies advertised, this would not be a big deal. I think the rub here comes to the little guys out there trying make their way in the wild west of advertising. However, as I said, as a consumer I feel more confident if I know those advertisers are being properly vetted.
The meat of the article, to me, is stated by John Canfield, Google’s director of product management for ads integrity. “This change will make it easier for people to understand who the advertiser is behind the ads they see from Google and help them make more informed decisions when using our advertising Controls…It will also help support the health of the digital advertising ecosystem by detecting bad actors and limiting their attempts to misrepresent themselves.”
Bottom line to me is Google is attempting to get rid of the fakes and “bad actors” in advertising. I’m all for it, because I think we all know that there are plenty of crooks out there trying to steal and get something for nothing from us. To Google’s credit, I feel like they’re trying to stop something we all know is out there happening. Whether it is in their own self interest or if people find it as a way for the company to “spy” or what have you is an entirely different matter. Let’s face it, Google is still the big kid on the block, and if the big guy says you have to verify, then in the words of one of my favorite guitar rippin’, drum bangin’, loud shreakin’ bands The Who, “Who are you”…advertisers?
Perhaps there a commercial opportunity for Google somewhere in there. Now, if you’ll excuse me, I’m going to listen to some “Baba O’Riley”