Revamped Advertiser Identity Verification: Understanding New Timelines and Compliance Rules

Advertiser Identity Verification (AIV) has emerged as a vital prerequisite in managing trustworthy advertiser relationships by ensuring only authentic entities can serve ads, thereby safeguarding audience interests. The AIV process plays a pivotal role in the advertising industry by mitigating the potential risks associated with deceptive advertisements and building a transparent advertising ecosystem. Previously, a strict deadline was in place for advertisers to complete their AIV. However, to diminish the impact on our clients, we have implemented some necessary modifications that now allow advertisers additional time to complete this important process.

New AIV requirements underscore that it’s now mandatory for every advertiser to complete AIV as they establish a new account. The measures are crucial as any incompletion could lead to scenarios where ads may be paused or, in more extreme cases, not be served globally.

The AIV process, specifically for the advertisers serving the European Economic Area (EEA), has been fine-tuned. These advertisers will now get a window of 30 days to successfully complete their AIV before their ads are subjected to suspension. Should advertisers find their ads suspended, there exists a concrete procedure to regain eligibility, thus ensuring no significant disruption to their advertising campaigns.

The rising wave of risk concerns and policy violations has further emphasized the importance of successful AIV completion. Advertisers who have been flagged due to such concerns will witness their ads being paused till the time AIV is successfully completed. However, the incorporation of an appeal process ensures these flagged advertisers can still appeal their suspension post AIV completion.

This ongoing evaluation is part of our constant endeavor to refine the rules, thereby mitigating any risks for users and maintaining a credible advertising environment. This may lead to expanding the spectrum of ads that may be paused till AIV completion, reinforcing the essence of this compliance rule.

It is paramount that advertisers appreciate the nuances of AIV for uninterrupted ad serving. Hence, we highly encourage all advertisers to complete their AIV promptly to avoid any account suspension scenarios. For those who have faced suspension, taking the necessary steps to appeal suspension should be their immediate focus to continue serving their audience.

Compliance to these rules not only ensures a seamless advertising experience but also sets the tone for a reliable and transparent advertising environment. It is a shared responsibility to uphold the legitimacy of the advertising ecosystem while focusing on delivering impact and maintaining audience trust.

In essence, the onus is on advertisers to quickly adapt to these changes, ensuring the process of AIV doesn’t become a roadblock but a stepping stone in their advertising journey. This approach can only further strengthen the relationship with their target audience and lead to a more prosperous and sustainable future for both the advertisers and the advertising industry.