Google Tightens Review Process For New AdSense Publishers

Google has added a new review step to its process for adding new AdSense publishers, presumably to better eliminate abuses and improve the quality of the AdSense network for advertisers. In the new process, publishers’ sites will be reviewed after they’ve placed the AdSense ad code on their sites, and real, paying ads won’t run until after that review.

“We’re continually evaluating our AdSense application process in order to ensure the safest possible network for our advertisers, as well as the best possible experience for you, our publishers,” Max Cohen, AdSense product manager, wrote in a blog post.

The new application service will involve two different review steps. The first occurs after a prospective publisher fills out the application on the AdSense site, when Google staffers check the site and the information submitted. If the site passes that level of scrutiny, publishers get access to their account and the ability to create ad code. The second review occurs after the ad code is placed on the site.

When publishers place the ad code, but before the account has been reviewed, temporary “blank ads” will show, rather than live, paying advertising. Google says these ads will “blend in” with the background of the site and won’t impact the user experience.

Once the account and ad placement has been reviewed and approved — Google says this will occur within about a week — live ads will begin to show.

The new review process could likely be circumvented by folks who initially place the ad code on a site that’s compliant with Google’s policies and then, after approval, place code elsewhere on non-compliant pages. Still, the new reviews will likely have at least some deterrent effect.