By Chinenye Anuforo
Artificial intelligence is proving to be a powerful ally in the fight against online threats, as revealed in Google’s 2024 Ads Safety Report released today. The report highlighted how sophisticated AI tools are significantly enhancing the ability to detect and block malicious advertisements, including scams and misinformation, before they reach users.
In 2024, Google’s AI-powered systems successfully blocked or removed a staggering 5.1 billion advertisements and restricted another 9.1 billion. Furthermore, over 39 million advertiser accounts were suspended, with the majority of these actions occurring before any ads were even displayed. This proactive approach is largely attributed to advancements in AI models, including those powered by Gemini, which enable faster and more accurate identification of fraudulent activities such as the use of stolen payment information, fake business identities, and coordinated scam networks.
This proactive stance is particularly crucial in regions like Nigeria and across Africa, where the digital landscape is rapidly evolving and online trust is paramount. Scams involving the impersonation of public figures and misleading political advertisements have become increasingly prevalent. In response, Google in 2024 updated its Misrepresentation policy and deployed a dedicated global team of over 100 experts. These efforts contributed to the removal of over 700,000 scam-related advertiser accounts, resulting in a significant 90% reduction in reported impersonation scams.
Globally, with nearly half of the world’s population participating in elections in 2024, Google also intensified its efforts to ensure transparency in political advertising. The company mandated that all political advertisers verify their identities and clearly disclose who is funding their campaigns. Over 10 million election-related advertisements were removed worldwide for failing to meet these stringent standards.
While these figures represent global efforts, their impact resonates deeply at a local level. From Nigerian business owners seeking to connect with customers online to everyday internet users striving to avoid phishing scams, online safety is fundamental to an open and trustworthy web. Secure advertising practices also play a vital role in safeguarding livelihoods across Nigeria and the continent, enabling small businesses, content creators, and publishers to continue benefiting from a free and accessible internet.
“We implemented over 50 enhancements to our AI models in 2024,” stated Alex Rodriguez, General Manager for Ads Safety at Google. “These improvements have enabled us to act more swiftly, identify threats earlier in the process, and take preventative measures before malicious actors can target users. This proactive capability is the true strength of AI – making the internet safer not just through reactive measures, but by anticipating and neutralizing threats.”
The report acknowledges that challenges persist in the ongoing battle against harmful online content. However, it emphasizes that AI is significantly improving both the speed and the scale of Google’s enforcement capabilities. This also allows human reviewers to concentrate on the most complex and high-impact investigations. Google continues to collaborate closely with regulatory bodies, consumer protection agencies, and industry partners, including the Global Anti-Scam Alliance, to stay ahead of evolving online threats.
Google’s 2024 Ads Safety Report provides insight into the systems that work behind the scenes to protect billions of users online, often without their direct awareness. For those building businesses, navigating the web, or creating content that fuels Nigeria’s digital economy, this underlying safety is not just a technical feature – it is a fundamental necessity.
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