Google’s new Ad Blocker and what it means for Marketers

Acquisition | | 2 min read

On 15th February, Google Chrome will launch its new Ad Blocker, in the hope of creating a better experience for its users. Marketers and Advertisers alike are now pulling their hair out wondering how this will affect their campaigns and so we’re going to explain why Marketers should embrace this change.

What is Google Chrome’s Ad Blocker?

At the end of 2017, Chrome catered to 55% of the web browser market – this has since grown to almost 60%. A year earlier it was recorded that 22% of internet users were using a 3rd party ad blocking software.

The first thing worth noting is Google’s Ad Blocker, is nothing like 3rd party ad blockers that you may have experienced in the past. 3rd party software aims to block every single advert a user would come across, whereas Google’s Ad Blocker is more about regulating ads to ensure they align with Better Ads Standards.

Google is all about ensuring their users get the very best experience, whilst remaining attractive to Marketers – and so their Ad Blocker was born.  

Alphabet, Google’s parent company, recorded $73.8 billion in digital ad sales in 2017, and so they’re not going to introduce anything that will dent such a huge revenue stream. Their new Ad Blocker focuses on ridding the user experience of frustrating ads, and so their new regulation will ensure the following is banished from the Chrome browser:

  • Auto-playing video ads w/ sound
  • Sticky ads that stick to the page when the user scrolls
  • Prestitial ads – Visuals that block the whole screen until they’re closed
  • Popup ads
  • Ads on mobile with density higher than 30%
  • Flashing Animated ads
  • Postitial ads with countdown
  • Full-screen scrollover ads

For more information on these ads, visit the Better Ads Standard website.

What this means for Marketers

From our experience, we predict the majority of Marketers won’t be affected by these new changes. However, the type of Marketer that will do anything to get their brand in front of user’s eyes will certainly need to change tack.

Native advertising, esthetic banner ads, and courteous ad spots on social channels all have a good place under Chrome’s new regulation, and we for one welcome these new changes. It encourages more thoughtful and higher quality ads and causes those aggressive Marketers to up their game or risk missing out on the entirety of Google’s ad platform.

For now, Marketers have little to worry about. Google is currently working on tidying up the ad experience, and following their rules will ensure your campaigns continue running unhampered. However, with 90% of users of 3rd party ad blocking software encountering an “ad block wall”, we may be about to witness the end of such applications such as Adblock Plus.