Starting in 2018, Google will be implementing an ad filter on its Chrome browser. That may have you wondering why would the biggest online advertiser in the world shoot itself in the foot by giving users the option of not seeing its ads? Wouldn’t that make a huge impact on Google’s revenue?
Of course Google wants to encourage businesses to continue buying their pay-per-click ads. What they ARE implementing is a feature for Chrome (the most popular web browser) that targets “unacceptable ads” as defined by the Coalition for Better Ads. The feature will be available on desktop and mobile versions of the Chrome browser. When the ad filter goes into effect, Chrome will include ad-blocking features that are turned on by default.
The coalition, which includes Google and Facebook as members, wants to help consumers enjoy a better online experience. Their standards address those frustrating ads like pop-ups, video ads that auto-play, ads with “countdowns”; virtually any type of annoying ad that interrupts content and causes slow browsing. Even Google Ads that don’t meet the requirements could be blocked.
There are also rumors that Google is considering blocking all ads on a site that doesn’t comply with the rules, rather than just blocking offending ads. The logic behind this is that it will prevent sites from mixing “acceptable” and “unacceptable” ads, hoping that the “unacceptable” ads will be seen by non-Chrome users, since they risk losing out on all revenue from all Chrome users.
This new ad filter is raising some controversy, but as with any change, there are pros and cons. Let’s start with the plusses.
There are some concerns with this new feature, for example:
Because Google has historically been a trusted source, we’re all hoping that the Google Chrome ad filter will be a good thing for the internet, cleaning it up and making it faster and an overall more pleasant user experience. However, you can’t ignore the appearance of Google “monopolizing” the ad market by blocking third party ads.
If you currently subscribe and pay for Google AdWords or other online advertising, you may be wondering how this will impact you. Google purportedly will be offering a tool that content publishers can use to screen their website ads to determine if they violate the ad restrictions.
Las Vegas SEO for Growth has the tools and resources to assist you in developing and executing a successful advertising and marketing strategy for your business. We can help you prepare for this change. Contact us today to learn how we can help improve your online presence!