Why 'know your advertiser' matters in preventing scams

Well, and, you know, I think that that makes perfect sense.

You know, you say it very plainly that you should know who you're doing business with.

It's kind of hard to argue that you shouldn't know that.

And so we know that that may not be true or is consistent across all platforms.

So can you tell me, you know, how much consistency is there today across different platforms? And, you know, what elements of Google's approach do you think should be a baseline practice?

Yeah, so I'm not an expert.

I don't want to claim to know exactly what others do.

My sense is that there is some fragmentation here, but we do think this is a best practice.

And I think we would go further.

We would support an industry standard Even harder regulation requiring platforms to conduct KYA, know your advertiser.

And I think, but you talk about best practices.

I think there are really three elements of what a best practice is for advertising.

know your advertiser, right? I think that what we need to focus on here is risk-based verification.

So as I said before, this is sort of a risk-based tiered approach.

You've got certain checks for standard advertisers, and then in higher risk sectors, there's more diligence, more friction.

So that's an important principle.

Second, verification is not kind of at onboarding and then over.

You know, it's not one and done.

It's ongoing and continuous.

And I think this is true for KYC as well, Paul.

And so there's this continuous account monitoring.

So our trust models are continuously evaluating those accounts based on various behavioral signals.

And so an account that may appear standard on day one might then there might be a red flag, and then they might be subject to a different sort of verification.

So that's important too.

And then the third thing here that's super important is that we need to align on standards for digital identity.