Google Chrome, one of the most popular web browsers, have introduced a new built in Ad Blocker to their software, which could work towards altering the world of digital advertising as the internet now knows it. The programme will now filter out ads that don’t meet the regulations set out by ‘Coalition for Better Ads’; stripping webpages, who utilise these types of adverts regularly, of ads completely. This will ensure that any form of intrusive, cheap traffic advertising i.e. pop ups, auto-play videos with sound or full-page ads, are stopped and will improve the web user’s overall experience. Google will notify companies whose advertisements don’t comply with these standards, giving them 30 days to make changes. If these changes are not made the ads will be blocked and the user will be notified that Google have done this for them.
‘Coalition for Better Ads’ are a company, made up of members such as Google and Facebook, who dedicate research into ensuring the marketing world can understand what consumers prefer and admire when it comes to online advertising. From this research they then set out standards for both desktop and mobile users which prioritise the experience of the web user. However, this won’t just have an effect on the user, it will also encourage advertisers to clean-up their marketing.
In recent years, digital advertising has become dependent on page clicks and views rather than taking the time to produce content which will reach a target audience and form relationships with potential customers. Google’s Ad Blocker will force the industry to make changes. To reach viewers now, companies will have to focus on a higher quality of trustworthy content in their advertisements and concentrate on forming and connecting with a loyal, more responsive audience. Otherwise, a large number of websites will lose revenue they earn from adverts. This also means that companies who were already doing so, but were being overshadowed by intrusive advertising techniques, will reap the benefits of the Ad Blocker straight away.
Despite Google being a company that earns a high amount of revenue from the use of adverts, the blocker will work in their favour, as it will also suppress and eliminate the need for third party Ad Blocker tools. These are usually much more aggressive in blocking all adverts, which usually causes altercations for Google. Also, it seems that the blocker may not have to be used on many websites, as the blocker changed the web before it was even implemented. Google’s announcement of such a filter has already encouraged 42% of sites to edit their online advertisements.
The Ad Blocker went live with automatic updates on the 15th February. It’s unpredictable just how much change this might bring to the world of online marketing, but it’s a significant, positive improvement to prioritising user experience and bringing the focus of webpages back to quality content.