Ads are great, Google says, except for the 3.2 billion bad ones

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Last year, Google generated $95.4 billion in ad revenue, up 20 percent from 2016.

"Bad ads" consist of any advertising that violate Google's advertising policies, including ad fraud, phishing scams, and malware. The firm said it paid publishers $12.6 billion in the year under review.

In 2017, they removed 320,000 bad publishers from their ad network (up from 100,000 in 2016).

"Improving the ads experience across the web, whether that's removing harmful ads or intrusive ads, will continue to be a top priority for us", said Spencer. Google said it took specific actions against violating adverts involved in scraping; tabloid cloaking; malicious activity; malware and trick to click formats. Additionally, it removed 48m ads that were attempting to get users to install unwanted software.

This matters because policy changes like this update help's them to remove the economic incentives these sites have to create and spread deceptive content online.

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Google said that past year it took down over 3.2 billion ads that violated its advertising policies, removed 320,000 publishers from its ad network for violating its publisher policies, and blacklisted almost 90,000 websites and 700,000 mobile apps.

According to her, this new technology has been critical in helping to scale enforcement for policies that prohibit monetization of inappropriate and controversial content.

Suspended 7,000 users of Google's AdWords ad-placement service for scams like diet pill sales and weight-loss programs reached by misleading ads that look like eye-catching news headlines. This means that even companies with legitimate cryptocurrency offerings won't be able to publish their advertisements via Google's ad platform, which places ads on its own sites as well as third-party websites. These websites earn a fee for referring new customers to these products but are lightly regulated.

In a what looks like a pre-emptive strike Google says it will add policies addressing ads in unregulated, overly complex, or speculative financial products like binary options, crypto-currencies, foreign exchange markets and contracts for difference (CFDs), an exotic financial bet.