Why Google is building its own ad blocker

Why Google is building its own ad blocker

"Publishers are beginning to feel like they're playing in a gig economy operated by Google". In fact, the campaign has already started with the Chrome's built-in ad-blocker getting activated from today itself.

Stephan Loerke, CEO of the World Federation of Advertisers which was a co-founder of the Coalition for Better Ads, welcomed Google's move as he noted how consumers have become increasingly distrustful of the way digital advertising operates. Particularly since the key millennial group are more likely to use ad blockers than other demographics. The organisation's Better Ads Standards were developed based on feedback from 40,000 Internet users. For mobile devices, the list expands to include full-screen scrollover ads, flashing animated ads, etc. "Our hope is that Chrome won't have to filter ads at all". These browser add-ons deprive publishers (and Google) of revenue by keeping ads from displaying. According to a recent search of Google's Ad Experience Report, 1,408 sites had "warning" or "failing" status. But before taking the hard step, the sites are informed about the issues and time is provided to address them. Rather, Google stressed its entire campaign is outlined by the guidelines formulated by the Coalition for Better Ads.

"Google, as the leader in the browser space, is sending a signal to other browser makers and technology providers in the market, and they will take that into consideration", he said. In fact, if they meant to do so, they would have been biting their own hand.

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Google vice president Rahul Roy-Chowdhury wrote in a blog post that the company aims to keep the web healthy by "filtering out disruptive ad experiences". That would be a major blow for publishers, many of which rely on advertising revenue.

200 million people around the world now use ad blockers, and Google earned over$72 billion from advertising in 2017 and with Chrome accounting for 47.5 percent of the USA browser market the company is obviously keen to protect its revenues. Users will see a notification when Chrome blocks ads, and can opt to view them if they want.

Google reported that 42 percent of all sites that didn't meet Better Ads Standards when the blocker was announced in December had updated their ads to meet the requirements as of February 12, and more are expected to do so as the blocker is rolled out, Windows Central reported. "So will Chrome block ads their ad team missed?" If it is, you will be shown a page explaining that the ads are blocked because of advertising practices, and it will provide the option of allowing the ads to be seen anyway.

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