Google is stopping ad monetization for Russian publishers on AdSense, AdMob, and Ad Manager, effective August 12, due to "ongoing developments" in the country. This impacts Russian digital publishers, content creators, and app developers who rely on these platforms for revenue.
Google's decision is part of a series of actions taken since 2022 amid geopolitical tensions:
- Halting ad serving to users in Russia in March 2022.
- Demonetizing content that exploited, dismissed, or condoned the conflict in Ukraine.
- Cracking down on state-sponsored YouTube channels and videos, blocking over 1,000 channels and 5.5 million videos.
Final payouts to eligible Russian AdSense users will be made in late August, provided there are no payment issues and minimum thresholds are met.
The financial impact on Russian content creators could be significant, as many have monetized traffic from both domestic and international audiences. With this revenue stream cut off, creators may need to explore alternative monetization methods or face income reductions. This could also have broader implications for the Russian digital economy, potentially leading to a decrease in overall digital ad spending and affecting the quality and quantity of content available to Russian internet users.
Google's exit from Russia's ad market will force local publishers to pivot, likely exploring alternative platforms or revenue streams. This could boost Russian ad tech development but may further silo the RuNet. Similar actions from other companies could follow as geopolitical tensions persist.
