[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fexpanded-safeguards-advertisers-can-use-effectively":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":22,"head_links":329,"breadcrumbs":330,"reading_minutes":141,"category":338,"head":340},"2017-04-14T11:43:00",{"rendered":6},"\n\u003Cp>Following the revelation that ads for the Guardian newspaper had been\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.theguardian.com\u002Fmedia\u002F2017\u002Fmar\u002F16\u002Fguardian-pulls-ads-google-placed-extremist-material\"> placed next to extremist material\u003C\u002Fa>, Google has announced additional security measures to protect businesses online. On their \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fadwords.googleblog.com\u002F\">Adwords blog\u003C\u002Fa> the company recognises the potential threats posed to brands if their ads are shown next to offensive or undesirable content. As a result, Google has reviewed its policies regarding “hateful, offensive and derogatory content” and is making changes to ensure online advertising remains safe and ethical for everyone.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fs3-eu-west-1.amazonaws.com\u002Fimpression.co.uk-uploads\u002F2017\u002F04\u002FScreen-Shot-2017-04-10-at-09.07.59-300x150.png\" alt=\"\" class=\"wp-image-6430\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-is-google-promising\">\u003Cstrong>What is Google promising?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Higher Standards for Ads\u003C\u002Fstrong>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>More effective removal of ads that show content which attacks people based on categories such as race, religion and gender. This change also covers the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fyoutube\u002Fanswer\u002F72851\">YouTube Partner Program\u003C\u002Fa> to ensure that ads only show against creators who abide by community guidelines, which will also be subject to review.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Increased Brand Safety and Control\u003C\u002Fstrong>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>New tools to help brands manage their ads placements more effectively. These include safer default settings, account-level controls (including the ability to exclude specific sites from campaigns), and more fine-tuned controls to allow advertisers more control over ad placements.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Increased Resources and Improved Transparency\u003C\u002Fstrong>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Expanded video-level reporting, developing new tools powered by AI and machine learning, and a drive in personnel recruitment all hint at a more streamlined process for reporting ads which are served in the wrong places. A new escalation path is planned to help advertisers raise these issues more easily, so that they can be resolved within a matter of hours!\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-can-advertisers-do-to-protect-brands-online\">\u003Cstrong>What can advertisers do to protect brands online?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Advertisers need to be proactive in their use of these new features if they are to ensure brand safety online. The following steps are crucial in preventing ads from showing next to undesirable content:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Use Negative Placements –\u003C\u002Fstrong> Creating a list of known negative sites will exclude ads from showing on these sites.\u003C\u002Fli>\u003Cli>\u003Cstrong>Use Negative Keywords –\u003C\u002Fstrong>\u003Cstrong> Similarly, a list of negative keywords will exclude sites which display undesirable content.\u003C\u002Fstrong>\u003C\u002Fli>\u003Cli>\u003Cstrong>Use Category Exclusions –\u003C\u002Fstrong> Sites on the Google Display Network are categorised by the content they serve against. Excluding undesirable topics will prevent ads from showing on these sites. It is also possible to exclude sites which have not yet been categorised.\u003C\u002Fli>\u003Cli>\u003Cstrong>Review Your Placements (Regularly!) –\u003C\u002Fstrong> Checking up on where ads are showing helps to ensure that they are only showing against acceptable content. Continuing to blacklist negative sites will also increase campaign performance as more non-converting sites are excluded! \u003C\u002Fli>\u003Cli>\u003Cstrong>Consider Using Verification Software – \u003C\u002Fstrong>Third party software can be an effective way to monitor the content which ads are being served against.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Google’s new measures should be implemented quickly to ensure brand misplacement happens as little as possible and to retain the trust which advertisers place in Google services. However, advertisers \u003Cstrong>must\u003C\u002Fstrong> also take responsibility for their own ads and be proactive in their management. Only with a combined effort from both Google and the advertiser can the highest level of online brand safety be achieved.\u003C\u002Fp>\n",false,"standard",[10],40,[],[13],135,[15,16,17,18,19,20,21],"post-12070","post","type-post","status-publish","format-standard","hentry","category-ppc",{"page_content_modules":23,"hero":137},[24,90],{"acf_fc_layout":25,"reduced":26,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":26,"title":27,"content":6,"authors":28},"blog_post_content",true,"Expanded Safeguards For Advertisers – How Can We Use Them Most Effectively?",[29],{"id":30,"path":31,"display_name":32,"job_title":33,"description":34,"avatar_url":35,"acf":36},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. 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If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[105,107],{"name":106,"image":35},"Joe Turnbull",{"name":108,"image":109},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":111,"name":112},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":16,"title":114,"excerpt":115,"to":116,"postedAt":117,"readingTime":118,"image":119,"authors":120,"category":124},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. 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Keep reading to discover: Google Delays the move from Dynamic Search Ads to AI Max Google surprised advertisers in June by delaying the automatic migration of Dynamic Search […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-june-2026-industry-updates\u002F","2026-06-24T11:26:41",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fandrey-grinkevich-0x6RTts1jRU-unsplash-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[133,134],{"name":122,"image":35},{"name":135,"image":35},"Jennifer Shin",{"to":111,"name":112},{"type":138,"style":139,"heading":27,"date":4,"updatedAt":140,"reading_minutes":141,"image":33,"imageAlt":27,"categories":142,"collections":328},"blog-post","light","2022-02-07T16:48:39",3,[143],{"id":10,"count":144,"description":145,"link":111,"name":112,"slug":146,"taxonomy":147,"parent":41,"meta":148,"acf":149,"head_links":150,"resource_count":151,"yoast_title":152,"yoast_meta":153,"yoast_json_ld":197,"_links":296,"path":111},271,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","ppc","category",[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[154,156,159,162,165,168,171,173,175,177,180,183,186,189,191,194],{"property":155,"content":152},"title",{"property":157,"content":158},"description","Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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