Advertisers and publishers predicting an apocalypse when Google installs a default ad blocker on Chrome in “early 2018” may be a bit premature. After all, Google thrives on ad revenue.
Even in its snarky consumer-centric summary of the Google move, Monday’s edition of the aggregator newsletter, The Hustle, noted that Google is “the top digital advertising company,” raking in most of its $60 billion in revenue last year from online ads.
So Target Marketing predicts Google may make use of as many exceptions as it can to the ad-blocker recommendations from its friend, the Coalition for Better Ads. (Google is a member, The Hustle notes.)
In his Thursday post on Google’s blog, “The Keyword,” Google’s SVP of Ads and Commerce Sridhar Ramaswamy artfully words the coming change:
“In dialogue with the coalition and other industry groups, we plan to have Chrome stop showing ads (including those owned or served by Google) on websites that are not compliant with the Better Ads Standards, starting in early 2018.”
The coalition provides examples of bad ads, as well as guidelines for advertisers. However, some of the guidelines are already in place. For instance, Target Marketing reported in 2016 that Google wanted pop-up ads gone by Jan. 10, 2017.
Advertisers Only Pay for What Consumers See
It’s highly unlikely consumers will block 100 percent of ads. After all, consumers already have the option of using third-party ad-blockers and many have, but enough haven’t that marketers still pay for ads. That means consumers are seeing those ads.
Pay to Put Ads Past the Ad-blockers
Google has paid third-party ad-blockers to put its ads through, anyway, Target Marketing reported in 2016. The Hustle notes of Google on Monday: “They get to be the ‘good guy’ to consumers, while controlling which ads are worthy of passing through their Chrome gates.” The implication is marketers can pay Google to get around Google’s ad blocker.
Google Gets to Be in Charge, Not Allow a Third Party
This default ad-blocker move may, again, be Google’s attempt at being a one-stop shop for marketers. The search engine giant is known for doing this.
For example, in January 2015, Target Marketing reported: “Google may be positioning itself to both sell its Google Display Network ads to marketers and be the only entity that can tell those marketers how well the ads are performing.”
People May Not Chose It
Some consumers may opt-out of the default ad-blocker. This would confirm something DMA’s been saying for years — consumers actually want targeted, data-driven ads.
Just in Case
Content marketing can help marketers if they see eyeballs dropping off of their Google ads.
In January 2016, Chris Lucas writes in “Worried About Ad Blocking Updates?” for Target Marketing:
“Every new blog post and landing page you publish is another indexed Web page for people to find in search engines. Over time, ad blockers may evolve to crawl ads so they can differentiate quality ad copy from spam and give users the enhanced mobile experiences they seek. But as we wait, now is a good time to experiment with optimized and shareable content to see how organic engagement drives new leads.”
What do you think, marketers? Or are you more worried about how SCOTUS will rule on a case it accepted yesterday concerning third-party data, possibly prompting consumers to stop sharing their cell phone data with marketers if they think police will also get it?
Please respond in the comments section below.