Tech giant Google reported that it blocked or removed over 5.5 billion ads for violating its policies in 2023, which is equivalent to more than 9,000 ads per minute. One significant trend in 2023 was the impact of generative AI, bringing notable changes to the digital advertising industry.

The report emphasizes how Google utilized AI and large-language models like Gemini to enhance enforcement efforts by making them faster, stronger, and more precise. Duncan Lennox, VP & GM of Ads Privacy and Safety, noted the rise in scams and fraud across online platforms due to bad actors continually evolving their tactics to scam individuals and businesses.

To address the evolving threats, Google updated its policies, deployed rapid-response enforcement teams, and improved detection techniques using AI-driven machine learning systems. The company recognized the challenges posed by generative AI but expressed commitment to employing technology like Large Language Models (LLMs) to enhance online safety.

In 2023, Google took action against over 5.5 billion ads and 12.7 million advertiser accounts, nearly double the previous year's numbers. Furthermore, the company also blocked or restricted ads from appearing on over 2.1 billion publisher pages and enforced actions on more than 395,000 publisher sites during the year.

Google launched Limited Ads Serving in November 2023 to protect users by limiting the reach of advertisers with less established track records. The policy includes a "get-to-know-you" period for such advertisers to build trust while reducing the chances of scamming users with misleading ads.

The report also outlines Google's swift response to new abuse trends, such as a campaign using deep fakes of public figures for scams. Google developed automated enforcement models to detect and remove such ads, reflecting its commitment to combating scam ads using investment in detection technology and partnerships with anti-scam organizations.

Looking ahead, Google emphasized the need for agility and responsiveness in the digital advertising space due to the rapid influence of new technologies like generative AI. By continuing to develop new policies, reinforce enforcement systems, collaborate across industries, and offer more control to stakeholders, Google aims to remain prepared for unforeseen challenges in 2024.