This has big implications when advertisers get banned due to bad behaviors. Previously a bad actor who gets banned could easily just quickly reopen a new accoun

This has big implications when advertisers get banned due to bad behaviors. Previously a bad actor who gets banned could easily just quickly reopen a new account. If they need to get verified, there are a few steps which increase expenses and turn around time. If they need to create a new shell entity every time they get banned, it adds significantly to amount of time and money required to get their shady advertising out. This is particularly important right now as the cost of advertising on Google (and in general) is going down right now because of the pandemic.