Thursday, February 23, 2017
Google is using a PR tactic to verify the efficacy of its placement of online advertising. The firm is allowing an outside auditor to analyze the process by which it places ads on behalf of companies and whether they are going to the right web sites to guarantee optimum consumer exposure. This is important for the company since it dominates the market along with Facebook. Transparency is ideal. Advertisers should be able to drill down and see exactly how their ads are being placed and who reads them. A lack of credibility will kill the business for Google and damage the company deeply. No wonder the Google spokesperson was open to auditing and is "all for it." An offshoot of increased credibility is that Google is raising the bar for other ad placement firms. Soon advertisers will demand the same transparency from them.