Last year it built its own ad reinsertion tech in-house, and its desktop revenue grew by 18 percent quarter over quarter.įacebook hasn’t released any data on whether the move affected user engagement however, we’re probably safe to assume it would have reversed the decision if it had scared users off. Of the ~40 who tried the strategy, only one continues to make use of it.Ĭontrast this with Facebook’s approach. Today, they claim it results in bounce rates as high as 74 percent and recommend ad recovery (AKA ad reinsertion) as the only viable solution for publishers.Īnecdotally, I’ve discussed the topic with a couple hundred publishers during my time in the space. One such company experimented with the strategy for years. Of those who remain, few still offer this product. There’s a graveyard full of anti-ad block vendors who banked on the strategy.
Google is not the first to try this approach. Unfortunately, there’s a lot of evidence to suggest Funding Choices is unlikely to succeed because: If Funding Choices is wildly successful, it could take a significant bite out of global ad-block rates, and publishers around the world will rejoice. Publishers who sign up will be able to stop any Chrome user with an ad blocker from accessing their content unless the user turns off their ad blocker or pays. Google will make this available to publishers in the form of a product called Funding Choices. More than likely, the reason for baking the feature into the browser is to make it impossible for ad blockers to circumvent. Google will launch a Chrome feature next year that allows a publisher to wall off content from ad block users unless they disable their ad blocker or pay up via Google Contributor (in which case, Google gets a cut). Google’s dominance in the market is already established, and it stands to lose far more if it abuses its new power than it could possibly gain.Ģ. Some have speculated that there are anti-trust concerns if Google is playing the role of arbiter. It’s likely to slow (or maybe even stop) the growth of ad blocking, but it’s difficult to imagine that existing ad block users will spontaneously uninstall their ad blockers because of it. It’s a smart move by Google, but it’s about five years too late. Most publishers will not be impacted by the move, but it will force those with bad ad experiences to clean up their act. These standards aim to eliminate ad formats that block content, disrupt the user’s experience, or generally annoy users.
This is getting a lot of coverage because it sounds controversial to say Google is building an ad blocker, but the concern is largely overblown.īy default, Chrome will prevent all ads from loading on any website that doesn’t conform to the Initial Better Ads Standards published by the Coalition for Better Ads. Ad blocking/ad filtering feature built into Chrome.
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