Google to Have Transparency Report for Advertisers in 2022 Elections | Internet

Google Brazil is expected to release a transparency report for advertisers until the 2022 presidential elections. The information was revealed this Tuesday (17) by Marcelo Lacerda, the company’s director of government relations, at a public hearing of the working group of the Chamber of Deputies that analyzes the so-called Fake News Bill (PL 2630/20).


Google will produce a transparency report on ad financing in the 2022 elections (Image: Leandro Neumann Ciuffo/Flickr)

Google May Reveal Political Ad Spend in 2022

Transparency reporting for advertisers is already done in other countries, such as the US and Australia. However, the initiative would be unprecedented for Google in Brazil, where the company has been present since 2005,.

As the report of the Techblog, the project has not yet defined whether the cut will be specific to Brazil, or whether the platform intends to bring the model of transparency reports from countries abroad.

If the model is mirrored in countries like the US, the transparency report of political advertisements for the 2022 elections can inform data such as the name of the companies responsible for serving political advertisements on the platform, the cost per advertisement and even the region that received the boost of content — in the American example, Google has a list of states and districts that have spent the most on advertising.

Google ad revenue grows 70% in Q2

Ads are one of Google’s crown jewels, especially when it comes to company revenue: Alphabet Inc, the search engine’s financial holding company, says Google ad revenue grew 70% — to $50.4 billion — during the second half of 2021. On YouTube alone, revenue grew 87%.


Google ad revenue generated 70% higher revenue in 2021 for Alphabet Inc. (Image: Christian Wiediger/Unsplash)

Before revealing about the election transparency report, Marcelo Lacerda told congressmen that Google Brazil’s search and advertising tools benefited 200,000 companies and moved R$67 billion in economic activity in 2020.

“The internet is, as we can see, increasingly driving economic activity, which is why we need to preserve this beneficial ecosystem. At the same time, obviously, we need to protect it from these actors who, in bad faith, try to circumvent the system”, continued the executive.

PL provides that platforms inform CNPJ advertisers

The working group of the Chamber of Deputies that heard the Google executive is discussing improvements to the Fake News PL, which proposes a series of measures to curb the circulation of disinformation on social networks and platforms, such as Facebook and YouTube, and on apps. private message such as WhatsApp.

The bill has specific excerpts dedicated to political advertisements. In one of them, in article 15, it is foreseen that social media providers that promote content related to elections must provide CNPJ or CPF of the company that carries the advertisement, the value and time the publication was on the air within the site. Companies must also inform the “target audience” of the advertising pieces.

While the PL remains in Congress, the revenue mechanisms for advertising and other means on platforms such as YouTube and Facebook have been discussed within the courts in Brazil. On the night of Monday (16), the Superior Electoral Court (TSE) determined the suspension of payment for the platforms to channels of research investigated for spreading disinformation.

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