Why the Google Browser Ad Blocker isn’t all bad

By Christophe Joyau, Chief Operating Officer, Widespace

 

When Google first announced its plans for a built-in ad blocker for its Chrome Browser, it caused a wave of shock across the industry. Both publishers and advertisers were rightfully worried, but at Widespace we believe this will change the industry in a positive way, and that it marks the first step towards not just talking about better ads but actually doing something to bring about that change.

For the last year or so, the industry has drummed on about better quality ads but overall we have achieved very little, with annoying and intrusive ads still dominating the online advertising industry.

Google’s update to its browser comes into play on February the 15th and will automatically block ads on both desktop and mobile that are considered to offer bad user experience. This move is in partnership with the Coalition For Better Ads and represents a real opportunity to clean up the ad industry by improving customers’ experiences with online advertising.

We anticipate a shift in focus to well integrated native ads that are far more engaging than those users currently experience. We should expect to see ad formats that grab the users attention in a positive way, for example by making the most of device capabilities through the effective use of geolocation or via swipe ad formats for example.

While it’s great that this initiative is being rolled out across both desktop and mobile, ads such as pop-ups, sticky ads, or are even more damaging to UX on mobile due to its far smaller screen. This is why at Widespace we have focused on rich media, which is impactful but non-intrusive, from day one. What’s more, is that each and every ad we create, whether custom-made by our Studio Team or created in our self-serve AdBuilder, is fully compliant with the ‘Coalition for Better Ads’ standards and therefore will still appear within the Google Browser come February 15th.

By ensuring that we are providing quality ads with user friendly formats we can work towards bringing the industry up to standard. Combining this with the use of machine learning to help with processes such as frequency capping, we can also find and engage the right audience without having to bombard them with annoying and intrusive ads.

The bad behaviour of a few is having an impact on the whole industry but given the fact that every single ad on a website will need to be compliant with the new standards or all ads on the site will be blocked, we are about to witness the biggest shake up in online advertising yet. We can only assume that this is the beginning of the end for annoying ads and the start of something far better for both advertisers and consumers.

 

See more here: https://demo.widespace.com/