Google Issues New Restrictions on Political Ad Targeting
On Wednesday, Google announced new restrictions on political ad targeting. Google Issues New Restrictions on Political Ad TargetingThe company would begin to ban political advertisers from targeting consumers based on their political affiliation or public voter records. Advertisers will still be able to target voters based on age, gender and zip code, but no more specific location targeting will be permitted.
Contextual advertising, like serving ads to people reading or watching a story about, says, the economy, Google said, will also be permitted. These changes will be released in the UK ahead of its general election by the end of this year, and globally on January 6, 2020.
Spencer said in a statement, “We’re proud that people around the world use Google to find relevant information about elections and that candidates use Google and search ads to raise small-dollar donations that help fund their campaigns. But given recent concerns and debates about political advertising, and the importance of shared trust in the democratic process, we want to improve voters’ confidence in the political ads they may see on our ad platforms.”
The decision comes after Twitter CEO, Jack Dorsey announced in October that Twitter will ban political ads on November 22nd. These changes are likely to have a severe and immediate effect on the ad ecosystem, given the immense scale of Google’s ad network in comparison to Twitter.