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Research delving into a less visible component of Google's search ads business a network of third-party sites called Google Search Partners (also known as the GSP network or SPN) has documented scores of instances of Google search ads being served on non-Google websites that the media buyers paying for the marketing campaigns probably weren't bargaining for. The report whose title poses the question: "Does a lack of transparency create brand safety concerns for search advertisers?" also found instances of search ads bought from Google being served on Breitbart.com, a news website that espouses far-right views, despite brands in question having taken steps to avoid their ads appearing on the site, such as adding it to an ad blacklist. "This raises the possibility that ads were served on websites and publishers despite the brand’s deliberate efforts to ensure brand safety and control over their media investments," writes Adalytics, an ad ana

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