Feb
13
Why Google Chrome Ad-Blocker Is Good For Everyone?


When Ad Blockers first appeared, there was
a worry that advertisers and internet users might get into an arms race, where each is
trying to get one step ahead of the other. Thankfully that hasn’t happened and google’s
recent announcement, that they will be automatically filtering out certain types of ads through
Chrome, shows that common sense is prevailing. Today we’re going to look at the roll out
of the new inbuilt Google Chrome adblocker and see how it’s not just good for users,
it’s good for advertisers too. Chrome is the world’s default browser. It’s used on over 60% of desktops, 58% of
tablets and just over 50% of mobile. So, Chrome represent the typical internet
experience. Earlier this month, Google began a new system
for its Chrome browser, that would filter out so-called “annoying” ads. This isn’t about content, it’s about the
way the ads interrupt your online experience. Mostly, this is videos that autoplay with
sound and pop-ups that open fullscreen. They are also targeting pages where ads make
up over 30% of the content. The Coalition for Better Ads was announced
back in late 2016, with members including tech giants like Google, Microsoft and Facebook. Then there’s the advertising groups like
the World Federation of Advertisers, media companies such as The Washington Post and
Thompson Reuters, and some big product brands like Unilever and Proctor & Gamble. If too many terrible ads existed, then every
user would be forced to use ad block software. This would mean the brands and advertisers
would have lost the battle, all because of some bad actors. They knew they needed to act, to protect themselves
but also to protect users too. The thing we users don’t like to admit,
is that we need advertising. In fact, the whole ecosystem of the internet
doesn’t work without it. I’m not saying it couldn’t, but the system
we have now would have to completely change. You’d need to pay for every single service;
from Google search to Facebook to Snapchat. You might not do it as a monthly fee but it
would be some other cost like in your phone bill or added to the cost of a cellphone or
laptop since they’d come pre-installed. It’s not just the internet either, the basic
idea of advertising is vital to everyone in the modern world. Even if we forget about how TV and movies
are supported by ads, advertising is how you learn about what options are available to
you and how there are solutions out there to problems that you have. Otherwise you’re just relying on what your
friends and family recommend. Of course some ads are annoying or go to far,
but many of the things you own, that you like, are because of advertising; your favourite
sneakers, shampoo, soft drink. So, this new Chrome update is limiting the
bad actors in the advertising world. And let’s be honest, most of the annoying
ad formats aren’t used by big brands, it’s pop ups for suspicious supplements or useless
e-books, that type of thing. By getting rid of them, users get a better
experience but they get more ads that are useful to them. Advertiser waste money if they spam everyone
but the internet allows you to be incredibly well targeted, using demographics, interests,
location, search data. So, ad filtering and ad blocking are not anti-advertising,
they are helping the good advertisers spend their money where it will actually count. However, one big concern is that Google are
the gatekeepers. They are enforcing these rules and no one
is telling them what ads they can and can’t have as part of their search system. We are placing a lot of trust in one company
to enforce the spirit of the Coalition For Better Ads, and it’s still not clear how
they are going to handle the appeals process when sites think they have been unfairly filtered. This will all seem familiar to people who’ve
been following Google’s attempts to deal with advertising on Youtube over the last
few months. You’re never going to have a completely
fair systems so some small players are going to be badly affected by this, and they may
never get an answer back about why they have been penalised.