Google says all advertisers will soon have to verify their identities in an effort to curb spam, scams, and price gouging across the web

Of course, but the name of the company and a billing address isn't always helpful. It could just be some company I created last week and it's only purpose is to serve as a billing address. It could be owned by another company based in a very opaque tax haven. It's not always clear who's paying for what