Google wants to block “embarrassing” ads in its Chrome browser, as part of an effort by internet players to filter out content that is deemed irritating or offensive.
“We think online ads have to be better. That’s why we joined the “Coalition for Better Ads”, a group dedicated to improving online advertising, “said Sridhar Ramaswamy, Google’s vice president for advertising on blog.
Google is working to ensure that Chrome blocks ads that do not meet the standards of this coalition “from the beginning of 2018”.
Google’s new policy is likely to affect its revenues, but the goal is to improve navigation for Chrome users and discourage the use of ad blockers, the impact of which is even more severe for the company Entirely dependent on advertising revenues.
Sridhar Ramaswamy notes that “embarrassing and intrusive” advertisements, such as those that spontaneously launch music or force you to wait ten seconds before you can access the content of the page, prompt users to block all advertising content.
In the end, he said this has negative consequences for “the vast majority of creators of content on the internet that are financed through advertising,” he explained.
“They want the ads on their sites to be compelling, useful and attractive, so people want to see them and interact.”
Google is one of the founding members of the “Coalition for Better Ads” which was launched last year with the ambition to maintain the online advertising economy, while eliminating content that many find irritating.
Some analysts believe it will be difficult for Google to set acceptable standards for all advertisers.
“It’s good for Google to try to limit the use of ad blockers (…) to protect their huge advertising revenues,” says Jan Dawson of Jackdaw Research, but he believes it is likely that this filter will affect sites Or ad formats from Google.
“One can also guess that there will be an outcry from those who will think that Google is advancing compared to other” actors in the advertising market.
“It’s going to be fascinating to watch over the next few months,” he adds.
According to the eMarketer site, more than a quarter of US Internet users (27.5%) will use a blocker of ads this year.