Advertisers on Google will no longer be able to see the contextual content of the inventory they are bidding on under upcoming changes to the search platform’s ad auction process, which are being implemented after consultation with regulators.
The updates mean that media buyers participating in ad auctions on Google’s ad exchange won’t be able to see certain types of content categories, such as news or weather, of the third-party websites they are bidding on. Such content categories have helped advertisers identify the types of content where they want to serve ads next, plus avoid bidding on ad space on websites that are not suitable for their brand.
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