You have probably heard about Google Chrome and about Ad Blockers, but what about Google chrome integrated ad blocker? What does this exactly mean for advertisers ?
The launch is soon: on the 15th of February 2018, intrusive advertising will be blocked by Google Chrome on both desktop and mobile. The tech giant built their own ad blocker that will be automatically implemented in the Chrome web browser. As a Member of the Coalition for Better Ads, Google aims to improve user experience with this update.
It’s no surprise that user experience is the key point for Google as consumers cited security concerns as the main reason for downloading an ad blocker. Since interacting with certain fraudulent ads can lead to having your device infected with viruses or malware. The second reason for installing ad blocker software is interruption, followed by a slow down of website speed.
The number of devices using ad blocking software on the web increased tremendously since 2010 up until today. As this chart from PageFair1 illustrates, 21M users adopted the technology in January 2010 which increased to 380M in 2017.
However, since most of Google’s revenue comes from advertising, the move seems unusual as it could potentially impact their earnings.
To frame the situation, here you can find a list of the advertising formats that are considered to be intrusive by the coalition. Google focuses their attention on 4 formats on desktop and 8 formats on mobile which are considered as particularly intrusive both on desktop and mobile.
Le blog du modérateur, [online] https://www.blogdumoderateur.com/google-chrome-adblocker-fevrier-2018/, (page consulted on 12th January 2018)
With their own Ad Blocker, Google Chrome will be able to have more control over the market situation. According to our experts, by having all websites adhere to the policy, Google can improve the general user experience on websites and thus perhaps slow down the adoption of ad blockers and improve the overall sentiment on display ads.
Websites that don’t follow the guidelines set out by the coalition after several warnings will not be able to show ads on their webpage in Google Chrome, impacting their revenue and thus giving them a good reason to remove the intruse formats and improve the user experience.
The impact can be very low for advertisers if the formats mentioned above are not currently used in their campaigns. Otherwise, if the business model is based on those intrusive formats, it will need some adjustment.
1Mathew Cortland. 2017 Adblock Report, [online] https://pagefair.com/blog/2017/adblockreport/, (page consulted on 12th January 2018)