Minggu ini lagi hot di forum blackhatworld soal bocornya informasi yang menceritakan soal “nakalnya” GA (saya termasuk korbannya, dari perspektif publisher tentu saja!), yang mana sejak Maret 2009 terkesan seperti “merampok” uang yang semestinya dibayar ke publisher.
Adalah seorang yang mengaku mantan pegawai Google untuk divisi Adsense yang menulisnya. Tulisan aslinya bisa anda lihat di http://pastebin.com/qh6Tta3h
Sekedar buat jaga-jaga jikalau tulisan itu nantinya terhapus, berikut saya salin tulisannya
I am a former Google employee and I am writing this to leak information to the public of what I witnessed and took part in while being an employee. My position was to deal with AdSense accounts, more specifically the accounts of publishers (not advertisers). I was employed at Google for a period of several years in this capacity.
Having signed many documents such as NDA’s and non-competes, there are many repercussions for me, especially in the form of legal retribution from Google. I have carefully planned this leak to coincide with certain factors in Google such as waiting for the appropriate employee turn around so that my identity could not be discovered.
To sum it up for everyone, I took part in what I (and many others) would consider theft of money from the publishers by Google, and from direct orders of management. There were many AdSense employees involved, and it spanned many years, and I hear it still is happening today except on a much wider scale.
No one on the outside knows it, if they did, the FBI and possibly IRS would immediately launch an investigation, because what they are doing is so inherently illegal and they are flying completely under the radar.
It began in 2009. Everything was perfectly fine prior to 2009, and in fact it couldn’t be more perfect from an AdSense employees perspective, but something changed.
Google Bans and Ban Criteria
Before December 2012:
In the first quarter of 2009 there was a “sit-down” from the AdSense division higher ups to talk about new emerging issues and the role we (the employees in the AdSense division needed to play. It was a very long meeting, and it was very detailed and intense. What it boiled down to was that Google had suffered some very serious losses in the financial department several months earlier. They kept saying how we “needed to tighten the belts” and they didn’t want it to come from Google employees pockets.
So they were going to (in their words) “carry out extreme quality control on AdSense publishers”. When one of my fellow co-workers asked what they meant by that. Their response was that AdSense itself hands out too many checks each month to publishers, and that the checks were too large and that needed to end right away. Many of the employees were not pleased about this (like myself). But they were successful in scaring the rest into thinking it would be their jobs and their money that would be on the line if they didn’t participate. The meeting left many confused as to how this was going to happen.
What did they mean by extreme quality control? A few other smaller meetings occur with certain key people in the AdSense division that furthered the idea and procedure they planned on implementing. There were lots of rumors and quiet talking amongst the employees, there was lots of speculations, some came true and some didn’t. But the word was that they were planning to cut off a large portion of publisher’s payments.
After that point there was a running gag amongst fellow co-workers where we would walk by each other and whisper “Don’t be evil, pft!” and roll our eyes.
What happened afterwards became much worse. Their “quality control” came into full effect. Managers pushed for wide scale account bans, and the first big batch of bans happened in March of 2009. The main reason, the publishers made too much money. But something quite devious happened. We were told to begin banning accounts that were close to their payout period (which is why account bans never occur immediately after a payout). The purpose was to get that money owed to publishers back to Google AdSense, while having already served up the ads to the public.
This way the advertiser’s couldn’t claim we did not do our part in delivering their ads and ask for money back. So in a sense, we had thousands upon thousands of publishers deliver ads we knew they were never going to get paid for.
Google reaped both sides of the coin, got money from the advertisers, used the publishers, and didn’t have to pay them a single penny. We were told to go and look into the publishers accounts, and if any publisher had accumulated earnings exceeding $5000 and was near a payout or in the process of a payout, we were to ban the account right away and reverse the earnings back. They kept saying it was needed for the company, and that most of these publishers were ripping Google off anyways, and that their gravy train needed to end. Many employees were not happy about this. A few resigned over it. I did not. I stayed because I had a family to support, and secondly I wanted to see how far they would go.
From 2009 to 2012 there were many more big batches of bans. The biggest of all the banning sessions occurred in April of 2012. The AdSense division had enormous pressure from the company to make up for financial losses, and for Google’s lack of reaching certain internal financial goals for the quarter prior.
So the push was on. The employees felt really uneasy about the whole thing, but we were threatened with job losses if we didn’t enforce the company’s wishes. Those who voiced concerned or issue were basically ridiculed with “not having the company’s best interest in mind” and not being “team players”. Morale in the division was at an all-time low. The mood of the whole place changed quite rapidly. It no longer was a fun place to work.
The bans of April 2012 came fast and furious. Absolutely none of them were investigated, nor were they justified in any way. We were told to get rid of as many of the accounts with the largest checks/payouts/earnings waiting to happen. No reason, just do it, and don’t question it. It was heart wrenching seeing all that money people had earned all get stolen from them. And that’s what I saw it as, it was a robbery of the AdSense publishers. Many launched appeals, complaints, but it was futile because absolutely no one actually took the time to review the appeals or complaints. Most were simply erased without even being opened, the rest were deposited into the database, never to be touched again.
Several publishers launched legal actions which were settled, but Google had come up with a new policy to deal with situations such as that because it was perceived as a serious problem to be avoided. So they came up with a new policy.
After December 2012: The New Policy
The new policy; “shelter the possible problem makers, and fuck the rest” (those words were actually said by a Google AdSense exec) when he spoke about the new procedure and policy for “Account Quality Control”.
The new policy was officially called AdSense Quality Control Color Codes (commonly called AQ3C by employees). What it basically was a categorization of publisher accounts. Those publisher’s that could do the most damage by having their account banned were placed in a VIP group that was to be left alone. The rest of the publishers would be placed into other groupings accordingly. The new AQ3C also implemented “quality control” quotas for the account auditors, so if you didn’t meet the “quality control” target (aka account bans) you would be called in for a performance review. There were four “groups” publishers could fall into if they reached certain milestones.
Red Group: Urgent Attention Required
Any AdSense account that reaches the $10,000/month mark is immediately flagged (unless they are part of the Green Group).
- In the beginning there were many in this category, and most were seen as problematic and were seen as abusing the system by Google. So every effort was taken to bring their numbers down.
- They are placed in what employees termed “The Eagle Eye”, where the “AdSense Eagle Eye Team” would actively and constantly audit their accounts and look for any absolute reason for a ban. Even if the reason was far-fetched, or unsubstantiated, and unprovable, the ban would occur. The “Eagle Eye Team” referred to a group of internal account auditors whose main role was to constantly monitor publisher’s accounts and sites.
- A reason has to be internally attached to the account ban. The problem was that notifying the publisher for the reason is not a requirement, even if the publisher asks. The exception: The exact reason must be provided if a legal representative contacts Google on behalf of the account holder.
- But again, if a ban is to occur, it must occur as close to a payout period as possible with the most amount of money accrued/earned.
Yellow Group: Serious Attention Required
Any AdSense account that reaches the $5,000/month mark is flagged for review (unless they are part of the Green Group).
- All of the publisher’s site(s)/account will be placed in queue for an audit.
- Most of the time the queue is quite full so most are delayed their audit in a timely fashion.
- The second highest amount of bans occur at this level.
- A reason has to be internally attached to the account ban. Notifiying the publisher for the reason is not a requirement, even if the publisher asks. The exception: The exact reason must be provided if a legal representative contacts Google on behalf of the account holder.
- But again, if a ban is to occur, it must occur as close to a payout period as possible with the most amount of money accrued/earned.
Blue Group: Moderate Attention Required
Any AdSense account that reaches the $1,000/month mark is flagged for possible review (unless they
are part of the Green Group).
- Only the main site and account will be place in queue for what is called a quick audit.
- Most bans that occur happen at this level. Main reason is that a reason doesn’t have to be attached to the ban, so the employees use these bans to fill their monthly quotas. So many are simply a random pick and click.
- A reason does not have to be internally attached to the account ban. Notifying the publisher for the reason is not a requirement, even if the publisher asks.
- But again, if a ban is to occur, it must occur as close to a payout period as possible with the most amount of money accrued.
Green Group: VIP Status (what employees refer to as the “untouchables”)
Any AdSense account associated with an incorporated entity or individual that can inflict serious damage onto Google by negative media information, rallying large amounts of anti-AdSense support, or cause mass loss of AdSense publisher support.
- Google employees wanting to use AdSense on their websites were automatically placed in the Green group. So the database contained many Google insiders and their family members. If you work or worked for Google and were placed in the category, you stayed in it, even if you left Google. So it included many former employees. Employees simply had to submit a form with site specific details and their account info.
- Sites in the Green Group were basically given “carte blanche” to do anything they wanted, even if they flagrantly went against the AdSense TOS and Policies. That is why you will encounter sites with AdSense, but yet have and do things completely against AdSense rules.
- Extra care is taken not to interrupt or disrupt these accounts.
- If an employee makes a mistake with a Green Level account they can lose their job. Since it seen as very grievous mistake.
New Policy 2012 Part 2:
Internal changes to the policy were constant. They wanted to make it more efficient and streamlined. They saw its current process as having too much human involvement and oversight. They wanted it more automated and less involved.
So the other part of the new policy change was to incorporate other Google services into assisting the “quality control” program. What they came up with will anger many users when they find out. It involved skewing data in Google Analytics. They decided it was a good idea to alter the statistical data shown for websites. It first began with just altering data reports for Analytics account holders that also had an AdSense account, but they ran into too many issues and decided it would be simpler just to skew the report data across the board to remain consistent and implement features globally. So what this means is that the statistical data for a website using Google Analytics is not even close to being accurate. The numbers are incredibly deflated. The reasoning behind their decision is that if an individual links their AdSense account and their Analytics account, the Analytics account can be used to deflate the earnings automatically without any human intervention. They discovered that if an individual had an AdSense account then they were also likely to use Google Analytics. So Google used it to their advantage.
This led to many publishers to actively display ads, without earning any money at all (even to this day). Even if their actual website traffic was high, and had high click-throughs the data would be automatically skewed in favor of Google, and at a total loss of publishers. This successfully made it almost impossible for anyone to earn amounts even remotely close what individuals with similar sites were earning prior to 2012, and most definitely nowhere near pre-2009 earnings. Other policy changes also included how to deal with appeals, which still to this day, the large majority are completely ignored, and why you will rarely get an actual answer as to why your account was
banned and absolutely no way to resolve it.
– – – –
The BIG Problem (which Google is aware of)
There is an enormous problem that existed for a long time in Google’s AdSense accounts. Many of the upper management are aware of this problem but do not want to acknowledge or attempt to come up with a solution to the problem.
It is regarding false clicks on ads. Many accounts get banned for “invalid clicks” on ads. In the past this was caused by a publisher trying to self inflate click-throughs by clicking on the ads featured on their website. The servers automatically detect self-clicking with comparison to IP addresses and other such information, and the persons account would get banned for invalid clicking.
But there was something forming under the surface. A competitor or malicious person would actively go to their competitor’s website(s) or pick a random website running AdSense and begin multiple-clicking and overclicking ads, which they would do over and over again. Of course this would trigger an invalid clicking related ban, mainly because it could not be proven if the publisher was actually behind the clicking. This was internally referred to as “Click-Bombing”. Many innocent publishers would get caught up in bans for invalid clicks which they were not involved in and were never told about.
This issue has been in the awareness of Google for a very long time but nothing was done to rectify the issue and probably never will be. Thus if someone wants to ruin a Google AdSense publishers account, all you would have to do is go to their website, and start click-bombing their Google Ads over and over again, it will lead the servers to detect invalid clicks and poof, they get banned. The publisher would be completely innocent and unaware of the occurrence but be blamed for it anyways.
– – – –
Their BIG Fear
The biggest fear that Google has about these AdSense procedures and policies is that it will be publicly discovered by their former publishers who were banned, and that those publishers unite together and launch an class-action lawsuit.
They also fear those whose primary monthly earnings are from AdSense, because in many countries if a person claims the monthly amount to their tax agency and they state the monthly amount and that they are earning money from Google on a monthly basis, in certain nations technically Google can be seen as an employer. Thus, an employer who withholds payment of earnings, can be heavily fined by government bodies dealing with labor and employment. And if these government bodies dealing with labor and employment decide to go after Google, then it would get very ugly, very quickly … that is on top of a class-action lawsuit.
Terlepas benar atau tidaknya informasi tersebut, tetap saja tulisan itu sangat beralasan dan terkesan benar jika kita membacanya dari sudut pandang publisher. Google sendiri sudah membantah melalui sebuah tulisan singkat:
This description of our AdSense policy enforcement process is a complete fiction,. The color-coding and ‘extreme quality control’ programs the author describes don’t exist. Our teams and automated systems work around the clock to stop bad actors and protect our publishers, advertisers and users.
All publishers that sign up for AdSense agree to the Terms and Conditions of the service and a set of policies designed to ensure the quality of the network for users, advertisers and other publishers. When we discover violations of these policies, we take quick action, which in some cases includes disabling the publisher’s account and refunding affected advertisers.
Namun yang semakin membuat hal ini menjadi menarik karena sang leaker kembali merespon dengan membuat tulisan lanjutan:
I am the former Google employee that had leaked the information regarding AdSense. I am writing this second part as a response to certain misconceptions and confusions my previous leak has generated within articles and websites regarding it.
Firstly, many have asked why I did not approach the leak in a more official capacity and bring my information to the attention of law enforcement. I want to make myself perfectly clear, my employment documents (such as the NDA’s and non-competes) have very strict wording when it comes to releasing internal information in regards to processes and privy information. Google is not just some little company with little means of repercussion. They have gone after other internal leakers and were successful in damaging and ruining their lives on multiple levels. I do not want to be the next one.
I honestly believe very little would have been done if I had brought the information solely to law enforcement, even on the federal level. Google would have simply lawyered up and made it go away (which they have done before). I felt it was better to release the information to the public and let the publishers who suffered the thefts bring forth a civil case against Google. I think a civil action against Google will carry more weight to it, and have a much stronger outcome to the public than a federal case would. The second reason would be that my identity would be front and center if I had approached law enforcement, and if Google were to have squash it immediately I would not have been able to anonymously release the information to the public as a backup plan. The third reason is fear. I do not want to be in the direct identifiable crosshairs of Google’s legal department. I have taken very extreme measures to cover my tracks and identity. I know what they can do, and I know which services and servers do what. I have made sure everything leads to dead ends and that tracking will be virtually impossible. I wasn’t hired by Google for my body. I know, right now, there is a team inside Google working very hard to track me down. They will scour every service and product they have access to in an attempt to find me. But they might as well quit right now, I am an insider and know the inner workings. I know the how’s, the why’s, and who’s. It will be quite futile on their part, but I will still exercise extreme caution.
In regards to my wording of the leaked information. I had planned and carefully thought out every word and every way I had said it. Everything was planned. The timing. The wording. Everything. It is not by accident, nor are there any accidental omissions. Of course I was not going to use terms only employees and former employees would know to explain everything. That would be simply foolish. I kept it informative and only mentioned a few select terms so that Google themselves would know I was who I said I was, because only an employee would have known. So everyone must know that I wrote it for the public, not for Google employees.
Lastly, and more importantly, there has been lots of talk about my information not stating any names and that I did not provide any hard proof. Many individuals have brushed off my information as a falsehood solely due to that and claim that I have nothing substantial. I want you to go a reread my previous information release. Where did I exactly say I did not have proof or hard evidence?
Because I do. I have communications. I have documents, I have files, I have lists, and I have names. I have all of it. Like I said from the beginning, I have carefully waited and carefully planned everything out. I do everything with reason and purpose. I have to be exceptionally careful in every way. So you ask why haven’t I released it? The answer, if I release everything I have now, it will give Google too many possible avenues to discover my identity. Also doing thing such as publicly naming people and giving Google a pre-emptive look at what I have will only make them prepare for the class action lawsuit that will hit them. They won’t be caught off guard and they will have time to come up with excuses and explanations in attempts to rid themselves of this issue. I do not want that to happen. I want the people to win. I want those who had money they earned, that was stolen from them, to get the right to fight for it on equal grounding. That is why I have chosen to only release it to the legal representatives of the class action lawsuit against Google in regards to AdSense. If those representative decide to release it, then it is up to them, but right now as it stands, I will not. I will carefully monitor the situation and wait to see how it forms and pick the right timing for the release of the evidence to the legal representatives. If several months go by and no class action lawsuit manifests, then I will have to selectively release a few key pieces of evidence to the public at large.
The information and evidence I have is extensive and quite detailed, it will also paint a very different picture of what Google is really like to the public.
For those who have a difficult time believing my information I ask you to simply ask Google and their representatives the right questions related to my first release of information. Force them to answer those questions specifically. Ask them “is there a VIP status for publishers”, ask them “why do account bans always seem to occur just before payouts”, ask them “why do you fail to provide reasons and evidence of your allegations against publishers”. Keep asking such questions, keep digging, and you will come to find out by yourselves that everything I have stated is completely true. Like many have said, it will be difficult for them to hide it now.
Google sendiri menganggap serius hal ini, bahkan si Matt Cuts ikut merespon dengan mengatakan bahwa informasi di pastebin itu palsu, karena penuh dengan kesalahan ketik. Yang membuat saya heran adalah masalah ini terjadi bukan di divisi Matt, dia adalah kepala tim webspam Google, akan tetapi ikut mengurusi masalah GA.
Untuk percakapan lebih lengkapnya silahkan lihat di https://news.ycombinator.com/threads?id=Matt_Cutts
Saya pribadi merasa soal pembagian grup itu benar adanya. Yellow, Blue, dan Green Group itu memang selama ini dikhawatirkan oleh sebagian besar teman-teman publisher. Masalahnya adalah, seberapa “bagus” aturan yang dibuat GA, tetap saja publisher yang sepertinya dirugikan. Kenapa? Karena Google tidak butuh yang namanya publisher, akan tetapi publisher-lah yang membutuhkan google sebagai perantara. Jadi pertanyaanya, beranikah anda meninggalkan GA?
Sebenarnya hal seperti ini tidak hanya dilakukan google, layanan PPC lain saya rasa juga melakukan trik seperti ini. Bahkan di Indonesia sendiri, Lazada juga terkesan “curang”. Jadi semuanya kembali ke masing-masing individu, beranikah anda untuk “move on”?. Masih banyak PPC atau CPM lainnya, begitu juga affiliate seperti Amazon dan sebagainya. Tapi memang harus diakui kalau untuk saat ini GA adalah yang nomor 1. Tapi ada yang mengatakan bahwa “Easy money: Easy Come, Easy Go, Just Let It Go”. Saya langsung ingat signature teman di forum ads-id, “Rejeki tidak bisa di copy-paste, di rewrite, apalagi dibanned”, hahaha….
Just Let It Go, Listen to Heavy Metal . . . m/