Ad blocking software is what many people rely on to stop annoying popups and noisy videos that play online when they want to watch or read something. However, those extensions required downloads and sometimes fail. They could prove far more effective if they are integral to the browser. Google has plans to do just that in Chrome, according to a Wall Street Journal report.
The standards Google would apply would be based on the research of the Coalition for Better Ads. Its Initial Better Ads Standards drew on over 25,000 consumer ratings of digital ad experiences in North America and Europe, this past March.
Marketers who ignore the standards, thinking that it will only affect some of their ads, may suffer unanticipated consequences. According to the Journal, Chrome may keep out “all advertising that appears on sites with offending ads, instead of the individual offending ads themselves." Like the one bad apple, one bad ad can spoil the entire marketing barrel, which is a very high price to pay for poor judgement.
What do marketers think about Google getting into the ad monitoring act? Some admit that ads can be very intrusive, and they serve neither the marketer nor the viewer when they create bad experiences. If marketers don't reign themselves in, then someone else should do it for them.
That's the view of Rich Sutton, CRO at Trusted Media Brands. He says: "It's in everyone's best interest, including Google's, to improve the audience experience and eliminate advertising that is unreasonably interruptive. With such a large portion of Google's revenue reliant on advertising, it makes sense the company would want more control of ad blocking options. It may be that Google is taking preemptive steps to help solve a problem that no one in the industry benefits from - a poor, intrusive advertising experience on the web."