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BizReport : Advertising : August 01, 2017

Google ad blocker becoming reality?

There has been a fresh sighting of Google's proposed native ad blocker, for their Chrome browser. The feature was recently sighted on Canary, an Android developer build. Earlier this summer, Google announced plans for a 'filter' that would block ads within their Chrome browser that didn't offer a good user experience.

by Kristina Knight

With this new sighting on Android's Canary, what do experts think about the possibility of a native ad blocker in the digital space?

Blackwood Seven's Jakob Holm Kalkar believes it's a good move on behalf of the online giant.

"This is a smart move by Google to show leadership and drive agenda, as set out by the Coalition for Better Ads. It's also a move that could potentially strengthen Google's already dominating position in the digital ad space. Google, more or less, controls the browser market and an introduction of an ad-blocking feature would therefore, by default, secure a strong position in the ad-blocking market and through that an even more dominant in the advertising space," said Jakob Holm Kalkar, VP of Operations, Europe, Blackwood Seven.

Unified's Jason Beckerman disagrees, to a point.

"Native ads, which fit in with content on social, are far more likely to be accepted by users than popups, unders, or overall poor experience ads on mobile. That said, there exist potential issues with this tactic and I'm not sure if this ad blocker will also scrape ads out of native placements; it's necessary to be careful about this as that could do irreparable harm to the ecosystem," said Jason Backerman, CEO, Unified.

While Google hasn't announced a formal launch, one other expert believe it's time for all businesses to put on their white hats where ad campaigns are concerned.

"The best guidance for publishers going forward is to create ad experiences that are the best for their audience-- work with partners who are dedicated to providing better UX but also find a balance that helps publishers drive revenue. A perfect example of an ad product that enhances UX and drives revenue is a responsive wallpaper. Wallpapers are actually referenced by Google as acceptable ads too," said Paul Vincent, CEO of Neuranet, developer of Flexitive Design Cloud . "Publishers should also start working on transitioning their old fixed size ad products to the new Flexible Ad Portfolio that was recently put out by the IAB. The flexible ad products are higher quality, larger canvases that will generate higher value for marketers and therefore higher revenue for publishers. The new IAB Flexible Ad Portfolio also combines improved ad experience guidelines that are non-intrusive, and load fast. These guidelines will help publishers to drive the future of digital media monetization."

Tags: ad blocking, advertising, Blackwood Seven, Google Chrome, Neuranet, Unified

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