TLDR

In an effort to increase ad transparency, Google recently announced the extension of the Confirming Gross Revenue...

More publishers and advertisers may now use Google AdWords' Confirming Gross Revenue service.

The release follows an Integral Ad Science report in which 42% of marketers polled stated that transparency is a critical barrier in programmatic buying.

What Is Gross Revenue Confirmation?

Google released the Confirming Total Revenue function in 2022.

The solution ensures that no hidden costs are deducted from digital advertising transactions during a Google Adwords auction.

The Revenue Verification Report is used by the tool to ensure this transparency in a secure manner. Publishers can use this report to examine the total gross income received from a certain customer.

Both the buyer and the publisher can use cross-referencing to guarantee that gross revenue matches what the publisher report generates.

How Confirming Gross Revenue works between buyers and publishers.

Confirming Gross Revenue Expansion

As of the June 8 announcement, the Confirming Gross Revenue tool is now available to the following:

  • Ad Manager 360 is used by all publishers.
  • Display & Video 360 is used by all marketers and agencies.

Google is increasing the integration of additional ad tech providers, such as Yahoo and Index Exchange, in addition to publishers and advertisers.

This tool enhancement attempts to increase general trust in programmatic purchasing.

Delivering Visibility While Respecting Privacy

The Confirming Gross Income tool only utilizes data that is required to ensure that no hidden fees were collected during an ad auction.

Because the report depends on aggregate gross income rather than detailed log-level data, the possibility of user identification is greatly reduced.

According to Google, the tool is intended to be an industry-wide solution for transparency.

Google is collaborating with other industry groups, such as the IAB Tech Lab, to standardize.

The Year of Transparency in 2023?

Google has released a slew of tools and solutions to increase transparency for both marketers and end users.

Google's other endeavors in recent years have included:

  • Ad platforms for marketers are becoming simplified.
  • An explanation of the new pricing structure
  • The new Advertising Transparency Center
  • My Ad Center has a new look.

The Advertising Transparency and My Ad Centers are designed for end users to help them understand why they are seeing adverts. It gives consumers more flexibility by allowing them to opt out of specific or all monitoring or interest groupings.

While marketers continue to have concerns about the sort of data they are receiving (or not receiving) in ad platforms such as the Search Keywords report, it is critical to recognize that Google is offering transparency to publishers and advertisers.

Marketing budgets are still closely managed and scrutinized, and they may be immediately slashed if results do not match investment. Advertisers should not be concerned about hidden ad tech fees in platform CPCs or CPMs that are continually growing.

The Confirming Gross Income tool is a significant step towards more openness for advertisers and publications alike.

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