Will A Google Crackdown On Shady Search Toolbars Hurt AVG & IAC?


Search toolbars are big business for security software company AVG and media company IAC. But could revenue from these toolbars be in danger, as Google says it is stepping up enforcement of its policies against shady behavior related to toolbar downloads?

IAC’s Mindspark makes substantial revenues through search toolbars, and AVG, in September 2011, said it had made about 20% of its revenues (or around $40 million) from Yahoo and Google combined that year to date. People install these toolbars for the promise of security or entertainment. Then, when they conduct searches, they get back organic results and ads that are powered on the backend by Google (and Yahoo, in the case of AVG). The toolbar vendor and the search company both share in the revenue off ad clicks. AVG just renewed its deal with Google in November 2012, and partnered with Yahoo in December. Meanwhile, IAC’s latest renewal with Google was in April of 2011, and the pact covers the two companies’ relationship until 2016.

Last September, Google announced that it had new “software principles” designed to fight a common complaint with search toolbars: that consumers are uncertain how they got installed on their computers in the first place, that they don’t like the often ad-heavy search results they generate or that it’s hard to get them removed.

Despite this, a recent post by privacy advocate Ben Edelman accuses Google partner IAC of preying on unsuspecting users. Such behavior, if true, doesn’t seem to mesh with Google’s standards. (This isn’t the first time IAC has been accused of getting away with violating Google policies.) Meanwhile, a post on Seeking Alpha by hedge fund manager Eiad Asbah highlights issues with AVG. That post also suggested that a new crackdown would happen, and postulated that the Yahoo relationship was meant to protect AVG if problems arose with Google.

We reached out to Google, which declined to comment on either company but which did suggest that greater enforcement, hinted at in the Seeking Alpha post, would be coming:

 While we can’t comment on individual customers, we recently announced that we are updating our ads policies and stepping up enforcement in order to ensure that users have a safe, trustworthy experience online [….]
This included reworking our AdWords policy governing Software Principles to ensure that users are given important information before downloading software on their computers and that the software is not harmful or hard-to-uninstall.
We’ve now started to extend updated requirements to those AdSense partners who negotiate individual agreements with Google.
IAC didn’t respond to our request for a comment by the time this piece was published [Note: the company has since responded] and AVG CEO JR Smith wouldn’t specifically say whether the company would be making changes to comply with Google policies. But he did stress the company’s commitment to transparency and safety:
AVG recently signed search contracts with Google and Yahoo, and we are continuing to work closely with them as a strategic partner on numerous fronts. AVG wants to ensure that peoples’ online experiences are transparent and safe. While search makes up a portion of our business, we are first and foremost a security and privacy company and are very aligned with Google in their efforts to make the web a better and safer place.
Meanwhile, according to Bloomberg Businessweek, Perion Networks said it had to make a change to meet new policies as of Feb. 1:
Perion was asked to make the changes, which come into force Feb. 1, to guarantee “transparency,” [Perion CEO Josef] Mandelbaum said.
Boomberg also reports that Babylon’s stock price took a dive after suspicions arose that it will be hit by a crackdown.
And, of course, Google itself will — and already is — taking a financial hit because of stepped-up enforcement, said SVP Nikesh Arora on the Q4 earnings call:
We’ve always had a policy. The policy has been that we want to make sure that whatever ads are presented in whatever way our traffic is routed to ads, it is done in the best interest of the user, and we began to notice that they were sites and pages where we had too many ads in a page, so it became more restrictive and updated our policies for better enforcement. And that has resulted in higher quality results for end users; it has reduced in some cases the monetization that some of our partners are seeing as a result of this enforcement and hence you are seeing the impact on the numbers.

We just announced this policy sometime early this quarter, in the past quarter that we just went through, so you are going to see the impact over the next few quarters. We’ve also implemented more stringent policies around downloadable apps, and that’s why I think both those effects are going to stay with us for the year, but we think in the long-term is the right answer for us, it’s the right answer for users and it’s right answer for advertisers, so we think it’s a good thing to do.


AVG’s logo and description for Secure Search

Many consumer advocates would likely applaud Google’s changes, given the amount of consumer confusion around downloading some toolbar apps, and how to uninstall them. Just doing some cursory searches, I found many instances of frustrated consumers complaining about their attempts to uninstall the AVG Safe Search toolbar.


Comments about AVG on Ripoff Report

Mindspark’s toolbars come in for a lot of criticism as well, with one computer service company accusing the IAC subsidiary of using the bible to trick Christians into downloading “malware.” This because one of Mindspark’s toolbars is called Daily Bible Guide. Others, as Edelman notes in his report, seem to be targeted specifically at kids, such as Guffins, which offers virtual pets.



How Mindspark advertises Guffins on Google


Just as search ad technology companies were forced to make a decision about changing their products or falling out of favor with Google and losing their AdWords API key, these toolbar makers would seem to be facing a turning point. Either they need to change their ways — and become much more transparent and easy to use — or they’ll apparently need to look elsewhere for ads.

Police officer image used by permission of Shutterstock

Related Topics: Ask | Channel: SEM | Google: AdSense | Google: AdWords | Top News


About The Author: is Executive Features Editor at Search Engine Land and Marketing Land. She’s a well-respected authority on digital marketing, having reported and written on the subject since 1998.

Connect with the author via: Email | Twitter | Google+ | LinkedIn


Get all the top search stories emailed daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.
  • Takeshi Young

    Good riddance.

  • Michael Shostack

    Glad to see things finally happening on this front. Toolbar providers have become increasingly brazen in their activities and monetization strategies. And that’s to say nothing of their affiliates who tend to be even worse.

    What I’d love to see happen next is more transparency into the Search Partner Network, and additional controls there (similar to GDN placement controls) so that if we want to avoid having ads run on say, Ask.com, that option is available. My understanding is that the reason such transparency/controls don’t already exist is because of the publisher agreements referenced in this article.

  • http://www.facebook.com/andries.devilliers Andries Petrus de Villiers

    Michael, I agree 100%. GSPN obfuscates their partner network leaving inefficiencies in any marketers SEM campaigns. Opting in or out of search partners based on conversion rates and performance is exactly what adMarketplace enables their advertisers to do. This allows the largest search advertisers to re-allocate AdWords budget from GSPN to see better ROI from adMarketplace’s search network. Take a look at their new advertiser 3D platform to see the transparency and control: http://vimeo.com/54454702#

  • Kevin Lee

    Clearly the level of disclosure when toolbars and apps are installed should be high particularly given that many users aren’t sure how to uninstall said products. Shared family computers exacerbate the situation because one user may not announce to the family that they installed a toolbar (intentionally) A second family member finds an install and assumes that the disclosure was absent.

  • http://www.nathanielbailey.co.uk/ Nathaniel Bailey

    Its about time someone started to make these damn toolbars more user friendly when it comes to removing them! I use to be forever removing toolbars I don’t want, I think the worst of them all though has to be yahoo, they install their toolbar without asking from a lot of downloads and change all your search settings to make themselves your default search for everything!

    Surely our lovely search standards should be jumping in on this to put some strict rules in place for everyone!

    One rule I would love to see enforced is that those tiny hidden tick boxes to install a toolbar are auto unticked NOT auto ticked like they currently are! This would save a lot of time for so many people who miss the tick box and end having to *yet again* work out how to uninstall xyz malware toolbar they never know was going to be installed when trying to update or install something (java updates use to be my worst enemy as that always tries to take over your computer with yahoo!)

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!



Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide