Google working on detecting spam from call ads

A new report from Search Engine Land explains that Google is looking to crack down on spam advertisements. According to the publication, “Google has begun informing advertisers that it may record some of the calls that come in through call-only ads and call extensions in ads.”

Google is apparently making a goal of protecting users “from fraud and spam and to ensure a trusted environment for advertisers.”

In an email to Search Engine Land, a Google spokesperson said, “Fraud in the advertising calls ecosystem is a growing issue and we are committed to combating it and improving call quality for consumers. We have introduced a program in the U.S. to record a small fraction of the calls in call ads. Our efforts will help prevent spam and other negative user experiences as well as reduce wasted marketing spend for advertisers.”

You might know that Google already has a similar program with text ads, in which it collects data to better understand and detect signs of fraud. The call program will work “much in the same way.” Google wants to build a model that will automate fraud detection and prevent fraudulent calls and texts.

The program will work in the following way: “only a small fraction of calls will be recorded, and only in the U.S. Callers will hear a message that Google will record the call for quality assurance — a standard type of message used across industries… Google will anonymize recording data and evaluate calls to ensure they comply with Google’s ad policies around misleading, inappropriate and harmful ads.”

Google promises none of the information collected will be used for ad targeting.

Source: searchengineland.com – Google to record some calls from ads for quality assurance
Published: October 9, 2018