Google is striving to be transparent in this pandemic period. Subjected to strong pressure on the opacity of its advertising practices, which represents almost all of its revenues, the web giant (also the parent company of the YouTube “cash machine”) has just taken a new step : from the month of July, in the United States, it will systematically check which company is behind an advertisement and its country of origin.
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In the digital advertising market, which Google dominates with Facebook and where many intermediary buyers intervene (agencies, programmatic buying platforms, advertisers "on behalf of" ...), the "responsible" for advertising is not always known. The initial buyer can go through an agency or a platform with free access to do their shopping. Starting this summer, these “final” advertisers will have to show their feet. At the time of their purchase, they will have to go through an identification and verification stage
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