If you heard about Google Chrome’s ad blocking announcement, you may be tempted to freak out. Don’t. The news isn’t all bad, especially for those of us already committed to serving our target audiences with relevant content that’s not annoying, a topic I addressed in this 90talk last year. Below, I break down the recent news and dissect what it means for 90octane and our clients — using some memes to make sense of it all: 

1) Google Chrome started blocking “annoying” & “intrusive” ads on its browser on Feb. 15.

2) So what’s Google deeming as annoying/intrusive? They’re going off of standards set by the Coalition for Better Ads.  Here’s an example of some of the ads they’re qualifying as annoying/intrusive:

The Coalition did a study and ranked what people thought as most annoying to least annoying. Go check out the article to see them all.

3) How the heck do they enforce this? Google is going to take samples from websites and give them a PASSING, WARNING or FAILING gradeSites have 30 days to clean up their annoyingness before Google Chrome starts blocking ads to consumers who visit those sites.

4) As a consumer, you’ll see this on Chrome when ads are being blocked:

5) What’s the overall predicted impact? Well, it’s estimated that about 0.9% of sites will have ads blocked…. So most users won’t even notice. Google is hoping that this implementation slows the future use of ad blockers, but they don’t think a lot of people will uninstall their current ad blockers because of this. Here’s how many people currently use ad blockers on desktop and mobile (Note: Chrome accounts for about 50-60% of usage share of all browsers).

6) MOST IMPORTANTLY: What does this mean for our 90octane client media programs? Honestly, not much at all. Thankfully, we have a killer team of media planners that doesn’t plan or buy “annoying” ads, anyway. While we love to use our powers to target the right people with all the data we can get, we don’t try to annoy them with these types of ads. We will also be proactively monitoring any publishers with whom we have direct media buys to ensure that none of them are flagged for blocking from Google.

If you have any questions about this, don’t hesitate to contact us. 

Thankfully, we have a killer team of media planners that doesn’t plan or buy “annoying” ads, anyway.


About the Author

Kellie Felsten

Cross Channel Director

Kellie strives to help clients meet their marketing goals using a data-driven approach to media planning and buying across a variety of industries, including travel, healthcare, telecom and more.