What does the launch of Google Chrome ad blocker mean for marketers?

February 8, 2018

Perspective

Written by Kyle Schwietz | Associate Media Director at Periscope.

Google has amassed an outsized level of influence in the world since its inception, owning space in everything from smartphones and self-driving cars to home voice assistants and satellite mapping. Google is also one of the largest players in advertising, and it’s implementing a change that will affect the entire industry, end users and advertisers alike.

On February 15, Google Chrome (the internet’s most popular web browser) will launch a new built-in ad blocker. You may already have a plug-in that helps control pop-ups, but this takes things a step further. Websites that run ads considered unacceptable by the Coalition for Better Ads (of which Google is a member and worked with on the initiative) will now have those ads fully blocked, and any ad revenue through Chrome cut off.

The dedicated blocker will do a lot to improve the overall web browsing experience, curbing the use of ads with unexpected sound, flashing or full-page interstitials, among others. It also helps Google by blocking bad experiences that would have otherwise been served up by their search services.

Three takeaways for marketers who push out advertising across the web:

  • Advertisers and website owners must ensure that they follow industry standards. If they do, there should be nothing to worry about.
  • The ad blocker’s end goal isn’t to filter out all forms of advertisement, but instead to mitigate the use of third-party or plug-in ad blockers. This will allow for the sites (and Google) to still profit while improving the Google user’s experience.
  • Marketers must continue to take note of moves Google makes. The tech giant’s actions have significant ripple effects on the overall advertising marketplace.