Google has unveiled a plan to crack down on “abusive” Android developers who don’t follow app store rules and develop so-called out-of-app ads. These are essentially ads that come from an app, but appear on top of other apps or on the device’s home screen and it’s not clear to users where they came from. Specifically, 600 apps were removed from the Play Store while the OS maker banned their respective developers. In addition to the Play Store, Google also banned app developers from its ad revenue platforms, Google AdMob and Google Ad Manager.
The second ban will significantly prevent app developers from monetizing their apps, even outside the Play Store. Per Bjorke, Google’s senior product manager for ad quality, stepped in after learning about new techniques app developers were using to display out-of-app ads. Per Bjorke said they recently developed a new approach based on machine learning to detect when out-of-app ads are being displayed.
BuzzFeed reporter Craig Silverman, who has repeatedly covered scams taking place on the Play Store, said one of the app developers banned is Cheetah Mobile , one of the world's largest Android app makers. In November 2018, Silverman revealed that the Chinese company was involved in some forms of ad fraud.
Additionally, Google said it plans to take even stricter action against those who violate its rules on out-of-app ads. The Android OS maker also outlined a three-step plan to ensure the Play Store and Android ad ecosystem remains healthy. Google also called out-of-app ads one of the worst and most dangerous forms of user abuse and exploitation.
Google is also releasing better and improved tools for app developers to help them comply with and keep up with advertising industry standards. This will ensure that app developers are aware of the limits on how they can “annoy” Android users. Finally, Google will change the way the Android OS works to address the new wave of out-of-app ads.
