Google is now targeting bad ads over bad actors

In a significant move to enhance ad safety, Google announced on Thursday that it successfully blocked an astonishing 8.3 billion ads worldwide in 2025, marking an increase from 5.1 billion the previous year. This surge brings to light the effectiveness of the company’s AI initiatives, particularly its Gemini models, designed to identify and eliminate policy-violating ads with greater accuracy and speed. Despite the record number of blocked ads, the tech giant reported a surprising decrease in the suspension of advertiser accounts. This discrepancy raises questions regarding Google's enforcement strategies. The company explained that its advanced AI systems were able to intercept over 99% of problematic ads before they reached users, reflecting a strategic shift in how enforcement is conducted. The 2025 Ads Safety Report highlights this transition, indicating that while Google is successfully preventing more harmful ads from appearing, it is opting for a more nuanced approach. Instead of outright suspending advertisers, the focus has shifted to blocking individual ads on a case-by-case basis. This change is partly a response to the increasing use of generative AI by scammers, which allows them to produce misleading content at unprecedented scales. Google’s Gemini models are pivotal in recognizing patterns within large ad campaigns, enabling earlier detection and intervention. Among the ads blocked and accounts suspended, the report revealed that 602 million ads and 4 million advertiser accounts were linked to scams. In the U.S. alone, Google removed over 1.7 billion ads and suspended 3.3 million accounts due to violations such as ad network abuse and misrepresentation. In India, Google's largest user base, the company blocked approximately 483.7 million ads, nearly double the previous year's figures, while the number of account suspensions dropped from 2.9 million to 1.7 million. Violations in this region were primarily associated with trademarks and financial services. During a virtual briefing, Keerat Sharma, VP and General Manager of Ads Privacy and Safety, explained that the company is now employing a more granular, AI-driven strategy for enforcement. This new method has reportedly led to an 80% reduction in incorrect suspensions year over year. Sharma emphasized that Google's layered defenses, including a verification process for advertisers, aim to thwart bad actors from establishing accounts in the first place. As Google continues to evolve its defenses against harmful ads, Sharma noted that the numbers might fluctuate as new measures are implemented and as malicious actors adapt. The overarching goal remains to intercept harmful advertisements as early in the process as possible, ensuring a safer advertising environment for users.