Like it or not, every digital business and marketing venture on Earth lives in the shadow of the world’s digital spearhead, Google. When Google update, change or adjust something, it’s up to us as business owners and marketers to pay attention and react accordingly.
And there’s one impending change in particular that has everyone turning their heads: The upcoming release of a new version of Google Chrome, due for early 2018.
The update will see Chrome sporting improved ad blocking software which will block ads deemed irritating or inappropriate – both on mobile AND desktop. To determine whether or not an ad falls into these categories, the ad blocking software will comply with the Better Ads Standard, a set of parameters Google deems as data-driven and clear.
This update will benefit Google, as it will reduce the need for consumers to seek ad blocking software from other sources. But it also benefits consumers. The software is designed to reduce maliciousness in advertising.
So the next time you’re trying to read an article and have to deal with pop-ups, sit through 10 seconds of mandatory content or frantically shut down the volume when unexpected music starts blaring, you might be glad to know that Google’s on the case.
What that means for you
Given that Chrome is the world’s most popular browser, time spent understanding its ad blocking features is time well invested.
Even if you’re excited for the personal benefits the software might provide you, keep in mind, you may need to make adjustments to your business strategy. Even if your advertising is “clean”, it’s still vital as a business owner or marketer to understand exactly how Google’s ad blocking software works and how to avoid having one of your ads mistakenly deemed as inappropriate.
Google are aware of this, so they’re set to launch a tool they’re calling the “Ad Experience Report”. Its sole function is to inform advertisers, helping them to understand what falls under the umbrella of “acceptable” and what does not. The tool will very clearly describe the parameters that must be adhered to in order to ensure your ads get seen.
Our two cents
Regardless of the specific parameters or adjustments that Google make, they’re always working towards a singular goal: Improve the digital experience. Whether it’s SEO, ad blocking or otherwise, Google’s sole intention is to make sure that businesses provide valuable, rich content.
When we work with our clients, we always advise understanding your audience on a deep level and striving to legitimately help to improve their lives. Not only does having a strong “moral compass” as a business feel good, it’s actually the most lucrative way to go.
We’d certainly recommend checking out the Ad Experience Report (as we will be), but if the technical side overwhelms you, always remember one thing: As long as what you’re providing is legitimately helpful and valuable, your marketing messaging will always get Google’s tick of approval.
