The ups and downs in the number of blocked accounts is also hard to interpret.
This time last year, Google boasted that an all-time low in the number of sites and advertisers banned for attempting to sell counterfeit goods was a sign that counterfeiters were increasingly unable to circumvent its advanced enforcement systems. The number had dropped from 82,000 in 2012 to 14,000 in 2013 and 7,000 in 2014.
In 2015, though, the tide turned and the company blocked 10,000 counterfeiting sites and closed 18,000 related accounts. The company explained the rise in this and other figures as the consequence of new protections it has put in place.
Spin it how you will, these are still bad ads you won't have to watch.
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