Google Lets Advertisers Opt Out of Search Partner Network on All Campaigns Following Adalytics Report

Google is now giving buyers more tools to avoid ads showing up next to unsavory content following the findings of an Adalytics report last week, Adweek has exclusively learned.

The Adalytics report examined a lesser-known pocket of Google inventory called the Search Partner Network (SPN). This network includes publishers who use Google’s search interfaces on their sites and are eligible for monetization via advertising. Large brands who bought Google search ads ended up running on pornographic, sanctioned and pirated websites, claims that Google said were wildly exaggerated.

Buyers are automatically opted into advertising on the SPN, but have the option to opt out on Search and Shopping ad campaigns. For other campaign types, like artificial intelligence-powered Performance Max (Pmax) and Universal App Campaigns, buyers could not opt out of SPN inventory.

Now, Google is temporarily allowing brands to opt out of placing their ads on SPN for all campaign types, including Pmax and App Campaigns. Some sources first learned of the new opt-out option for Pmax campaigns on Friday. Google confirmed the change last night.

“Our priority is our partners and we listen closely to their feedback, which is why we are temporarily offering a new option to opt out,” a Google spokesperson told Adweek. “Adalytics made wildly exaggerated claims by trying to generate as many negative ad placements as they could, but our own analysis found that those placements rarely occurred before they intentionally triggered them. Though we take enormous issue with Adalytics’ methodology and conclusions, we always look to improve our products to meet our partners’ needs.”

Google representatives told the media buyers that the opt-out to Pmax is available until March 1, three sources told Adweek, speaking on conditions of anonymity to protect sensitive negotiations.

Not all buyers

Three media buyers learned of the option to opt out of Pmax campaigns after raising concerns with their Google representatives about Adalytics’ findings.

One brand had pulled its Pmax spend after the report came out on November 28. It has since reinstated spend now it has the option to opt out of SPN inventory on Pmax.

A second brand told Google it would pull spend on Pmax and app campaigns if there was no way to opt out of the SPN.