Google worked with Meta to roll out ads that targeted young teens even if it’s against the former’s rules, according to the Financial Times. Based on the documents seen by the publication, Google worked on a marketing project designed to advertise Instagram to YouTube users within the 13- to 17-year-old age range. Google had blocked age-based ad targeting for users under 18 years ago, but the company reportedly found and used a loophole.
Since they couldn’t go for the demographic they wanted to reach, they instead targeted a group of users Google had labeled as “unknown.” Google’s staff proposed the group to Meta, The Times said, because the company had data points to prove that a large number of users under the label are below 18 years in age. The company even reportedly told Meta that the daily engagement it gets from 13- to 17-year-old users exceeds TikTok’s and Instagram’s. The Information says using this loophole is against Google’s rules, as well, since it has policies against proxy targeting.
Meta and Google worked with media agency Spark Foundry to launch the marketing program in Canada between February and April, according to the report. When it did well, they kicked off a trial in the US in May and had made plans to expand it to other regions, as well as to include other Meta apps in the campaign.
However, Google had investigated and ultimately cancelled the project after being contacted by the Times. “We prohibit ads being personalized to people under-18, period,” the company told the publication. It said that its safeguards worked properly in this case because it didn’t directly target registered YouTube users know to be 18. That said, it didn’t outright deny using the loophole and only said that it will take “additional action to reinforce with sales representatives that they must not help advertisers or agencies run campaigns” that attempt to work around its policies.