> If the publisher can approve or veto creative before it appears on the site, the publisher can veto creative incorporating flashing. If the publisher cannot approve or veto creative before it appears on the site, the publisher can switch to a different ad network or exchange, switch to publisher-hosted ad delivery without any network or exchange, or not use video as a format.
Online advertising no longer works like that. It is all programmatic. No publisher personally approves programmatic creatives, there are too many of them and advertisers can change them too rapidly. The best you can do is choose categories which Ad Exchanges (primarily Google, with some other players) give you. And even then, advertisers will cheat - they will put through inappropriate creatives when they can. I couldn't find anything in Google's DFP (most popular ad serving tool) that says "don't show flashing animation".
No one sells ads directly on their sites to advertisers, that is not a viable model because advertisers want to get their message out to a variety of sites instead of "sponsoring" one or more pages on a single site. If you're not using programmatic advertising these days, you are leaving most advertising dollars on the table. In fact, most advertisers don't care about the sites they advertise on (there are, of course, exceptions) - they are ultimately trying to reach the users, so if they know a user is potentially interested in going to St. Kitt's (because they searched for that island), they want to show that person St. Kitt's ads whether they are on a travel site or on a cooking site.
Believe me when I tell you that I have things set to block autoplay audio ads, but I find them on my site from time-to-time. The ad serving is so complex that it becomes very hard to trace their origin. There will always be sleazy advertisers out there, looking to game the system. This is the same industry that spawns robo-calls.
Thanks for the tip on the "main" HTML element, I wasn't aware of that one. It's troublesome that this relatively obscure and non-functional HTML element is used to make decisions though. It reminds me of when Google introduced the "nofollow" tag, and then penalized sites which didn't use it.
> Any webmaster who successfully claims control of a site in Google Search Console can clean up ads on that site and submit a request to have that site reevaluated.
I can speak with direct experience of being on the wrong end of a Google algorithm bug. It's nowhere near as easy as you state. My site was penalized in Google for about 6 months. It was a clear "-10" penalty - my content was being put onto page 2 where it was behind irrelevant results. Then, all of a sudden, the penalty was lifted. I never got an explanation why.
Google does not have "customer service", there is no one who can say "here's the problem, you have to fix these things". At best you can post a question in one of their forums, and then weather the abuse you are sure to receive.
I did manage to attract the attention of a Google employee on the forums. Do you know what his advice was? "Make your site the best it can possibly be, don't worry about its rankings". I couldn't call my congressman, I couldn't appeal to the courts. I had to deal with it, because, as dozens of wannabe trolls pointed out, "Google doesn't have to include you in their results if they don't want to".
Google and other large tech companies have more power than governments, with almost zero ability for individuals to influence them. Increasingly, decisions are made by algorithms with no ability for exceptions.
Let me give you one more example. My employer uses filtering software, and blocks several obvious categories - porn, gambling, etc. The classification of websites is done by a vendor, and the vendor classification is used by a lot of companies. What happens when that vendor misclassifies your website? The only thing you can hope for is to get in contact with that vendor and beg them to change the classification. There are no formal processes to do this. You're basically on your own.
This means that a single private company can effectively block access to your site from others.
Misclassifications are common because they are classifying using algorithms. Currently, the site ebaypartnernetwork.com is classified as "Professional Networking". It is not - that is an advertising affiliate program site. This vendor hasn't figured this out in over 3 years. I don't know who the vendor is, and I have no way of contacting them. I don't want to waste any capital asking my company to whitelist that site because it's not job-related. So in effect, due to the error of a private company, that particular website is unavailable to anyone who uses that same nameless faceless vendor.