Wes MacLaggan, SVP of Marketing at Marin Software, commented to Search Engine Watch that: Google, of course, has much to lose if it adopts an overzealous approach, but much to gain if it can become the arbiter of the correct standards for digital advertising. Moreover, Chrome accounts for 62% of the mobile browser market and 59% of desktop, so it certainly has the clout to make a difference.Īnd yet, there is a fine balance to strike here between permitting the ads that fuel so much of the digital economy, while precluding those that are overly intrusive. Third-party ad blockers, after all, might also end up blocking ads from the Google Display Network. It is pretty clear which way the wind is blowing, so Google is aiming to take a modicum of control over the prevailing trend rather than ignore it altogether.
That approach is only a stop-gap measure and does not strike at the heart of the issue, however. Many publishers have implemented “ad block walls”, which do not allow access to their content for users with an ad blocker installed. Worryingly for advertisers and publishers, the growth in mobile ad blocker usage has been very notable and that trend has been particularly marked in the Asia-Pacific region over the past 12 months. There is a widespread acceptance that if advertisers can provide some value to consumers, the latter will be much more receptive to the messaging.
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