In a move aimed at strengthening accountability in digital advertising, Google has changed its Ads Transparency rules. As of May 1, it now shows the name of the person or company actually paying for the ad—based on the payment information—if that name is different from the one listed as the advertiser.
Why This Update Matters for Advertisers and Agencies
This update marks a significant shift in how ad funders are publicly identified across Google’s platforms, including My Ad Center and the Ads Transparency Center. For agencies running campaigns on behalf of clients, this means that the client’s payment profile will be shown as the payer’s name where applicable.
What’s at stake? Brand perception, trust, and regulatory compliance are all on the line. A misattributed ad can not only confuse users but also create reputational risks for both advertisers and the brands they represent. As such, it’s now more important than ever for businesses to ensure that their payment profiles are accurate and reflect how they wish to appear publicly.
Key operational updates on Google Ad’s Policy
This policy introduces a few new responsibilities for advertisers:
- Agencies misclassified as direct advertisers must re-verify their accounts by May 31 to avoid incorrect payer name displays.
- Starting in June, advertisers will have the option to manually update their payer name during account verification.
- For new ad accounts, the default payer name will automatically be pulled from the payment profile—unless changed during setup.
These changes are part of a broader initiative to make ad funding sources more transparent, particularly as we approach election cycles and increased scrutiny in the ad space.
Stay in Control of your Brand’s Public Identity
At Foundery Digital Marketing Group, we’re here to help you navigate Google’s evolving ad landscape with confidence. Whether you’re managing multiple clients or running your own brand campaigns, we’ll ensure your accounts are verified, optimized, and compliant.
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