Google plans to give bigger refunds to marketers who lose money to ad fraud on its platform.
Customers of DoubleClick Bid Manager, where marketers buy digital ads through Google, will automatically recieve full refunds for ad fraud they suffer there, according to the company. The news comes a few weeks after The Wall Street Journal reported that Google was issuing refunds to advertisers whose ads reached bots instead of humans, but only for its fees of 7 percent to 10 percent, not the whole cost of wasted ad spending.
The new policy only applies to inventory acquired through Google supply partners AppNexus, Index Exchange, OpenX, Teads, Telaria and DoubleClick Ad Exchange, though Google estimates they comprise 90% of the available inventory on DoubleClick Bid Manager. It takes effect sometime in the coming months.
Source:: AdAge – Digital