Google will report spending and targeting of ads – Business – Tecnoblog

With the 2022 Elections in sight, Google will require pieces of political content that mention a candidate or party to be linked to a CPF or CNPJ behind the advertiser. In addition, the company will create a transparency map to monitor advertising driven for election purposes, showing the age group, gender and geographic coverage of each advertisement.


Google Icon (Image: Brett Jordan/Unsplash)

In a press conference this Friday (15), Google highlighted some measures taken to combat fake news in next year’s elections. Disinformation is one of the main concerns of the Superior Electoral Court and the Supreme Court. In 2020, the STF opened an inquiry to investigate a network of lies that would have installed itself in the Planalto and would be favoring President Jair Bolsonaro.

Google has a partnership with the TSE and highlighted its importance. Karen Duque, the company’s Government Relations manager, stated that collaboration with the TSE is the “backbone” of the project. The entities collaborate during municipal and federal elections since 2014.

Google will require CNPJ and CPF for advertisers

From November 17th, Google Ads advertisers, including authors of political advertisements, will be required to present the CPF or CNPJ behind the account that promoted the content. For now, this process has been taking place on a voluntary basis following a Google update released in September.

For upcoming elections, any advertisers who mention a political party, holders of federal public office, or a candidate for the President, Vice President, Senate, or House of Representatives must go through Google’s internal verification process.

According to Natalia Kuchar, an expert on Google’s ad platforms, checking normal ads already has automated methods with the help of a manual review team. But for political advertisements, one more human check step will be added.

For the 1st half of 2022, Google is working on a transparency platform for political advertisers. It must contain the amounts spent by each account, as well as the geographic area, age group and gender (male, female or all) to which the content is directed. Political parties, unlike normal advertisers, only have access to these three options.


Google provides a transparency report for elections in the US, India and Australia, for example (Image: Google/Disclosure)

As for the data used for Google Ads ads, the company has banned parties from using their own databases for boosting. In other words, as is customary at election time, acronyms that have collected CPFs and other voter data cannot use this type of repository when creating targeted advertising.

According to Google, the Advertising Policy Transparency Report will be updated frequently and anyone will be able to download advertiser data and spend amounts in CSV tables.

In the US, Google’s report is able to break down political ad spending by district and state. Natália Kuchar says that this can be done in Brazil, but it depends on the political parties, which can specify whether they want to direct advertising to the municipality or state.

In addition to increasing transparency around political advertisements on its platforms, Google is working with teams at the TSE to develop “civic apps” that explain the election process. This software is being curated and will be featured on the Google Play Store on the eve of Elections 2022.

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