“A free and open web is a vital resource for people and businesses around the world. And ads play a key role in ensuring you have access to accurate, quality information online. But bad ads can ruin the online experience for everyone. They promote illegal products and unrealistic offers. They can trick people into sharing personal information and infect devices with harmful software. Ultimately, bad ads pose a threat to users, Google’s partners, and the sustainability of the open web itself,” said Scott Spencer, Director of Product Management, Sustainable Ads. Last year, Google did two key things to take down more bad ads. First, it expanded its policies to better protect users from misleading and predatory offers. For example, in July,it introduced a policy to ban ads for payday loans, which often result in unaffordable payments and high default rates for users. In the six months since launching this policy, Google disabled more than 5 million payday loan ads. Second, it beefed up its technology to spot and disable bad ads even faster. For example, ‘trick to click’ ads often appear as system warnings to deceive users into clicking on them, not realizing they are often downloading harmful software or malware. In 2016, Google detected and disabled a total of 112 million ads for ‘trick to click’, six times more than in 2015.