Comment by n0us
9 hours ago
Taking a blind guess here because I have never worked at Google, but I would assume there is one organization that has the data, and another organization that can block IPs from clicking on the ads and consuming the spend. There is a byzantine process preventing that second org from getting the data along with a lack of motivation because it would decrease ad-spend, which is one of their key metrics. Org2 which deals with people clicking the ads is a bad place to work and no one who is actually good sticks around long enough to navigate the process and implement this, so the can gets perpetually kicked down the road.
Tends to be how it goes once you reach a certain size.
Google's AdSpam/fraud/bot-prevention team was, when I worked there, world class and fairly well funded, took their job seriously, and had access to all the data. It's an existential threat to the ad business, because if Google gets a reputation for being full of bots/spam, then the advertisers will bid lower per click/conversion to compensate, which means that legitimate website publishers will get paid less and go to other networks, which is a feedback loop that leads to the entire market collapsing (see also: https://en.wikipedia.org/wiki/The_Market_for_Lemons). It's absolutely worth refunding/zero-rating huge amounts of advertiser spend to avoid that situation, and they do.
It's not that they're not trying, it's just a very hard problem.
Fair, I retract my cynical conjecture
Just to be clear, this is different to the problem of Google ads that link to malware and fake banking websites and promotion of cryptocurrency scams isn't it?
Problem 1: Buyers cannot tell if a product is good or bad, so they offer less money and good sellers may leave.
Suppose 50% of used laptops are good and worth $1,000, while 50% are bad and worth $400. Since you cannot tell which one you are buying, the average value is 0.5x1000 + 0.5x400 = $700, so you will not want to pay more than about $700.
But owners of good laptops may refuse to sell for $700, so more good laptops leave the market and the chance of buying a bad one increases. And the only guy selling for $700 is the lemons.
Problem 2: The theory assumes buyers already know how many bad products are in the market, but in real life they often do not.
Its obvious this market for lemons can’t be true
it's also just flat-out unsexy from a product/MBA-brained perspective to push for something that will negatively impact metrics for your users. I ran into this when I was advocating for onboarding a third-party provider that would filter out automated/spambot email clicks thus decreasing the north star metrics our users had for engagement (even though it was truthier and would provide more accurate targeting and some of our most senior people had been advocating for for years)
the only reason I got the go-ahead for the effort was because one of our upstart competitors who was handily eating our lunch had implemented this years ago, started advertising based on it, literally pointed to the fact that we didn't do this yet, and then this was followed quickly by all of our other competitors implementing this, too. at this point we were well inducted into the illustrious halls of companies who stopped giving a shit about their core product with leadership blaming everyone but themselves for the fact that we were churning faster than we were net-new-ing
and even then it was a half-assed, resource-starved implementation that got dumped on regularly. have left the org since and couldn't be happier
also observe that Musk did the opposite, counting any attention whatsoever on a tweet as a view, such as a 1 pixel sliver appearing at the bottom of the viewport as you scroll, boosting numbers and all the Twitter posting addicts praised him for it when he did it
Alphabet has claimed to be fighting ad fraud for many many years.
That is not how an organization fighting ad fraud would structure itself.
Alphabet does not have an abundance of technical incompetence. But it does have the strongest of incentives to ensure ad budgets get spent quickly and no meaningful disincentives.
I mean what’s the OP going to do, go to Google’s competition?
Google is also competent enough to know that taking spam & fraud seriously is incentive-aligned in the medium term. See https://en.wikipedia.org/wiki/The_Market_for_Lemons.
You mean, Instagram and TikTok, and now, ChatGPT? Absolutely. Depends on your product but Google ain't the only game in town.
I mean if you could show Google know they're charging people for ads they're knowingly showing to robots then a few €Billion of fines for fraud should be following.