For many internet users, the relationship with online advertising could be described as love-hate. On one hand, online advertising funds a large portion of the quality online content we consume. Scrolling past an online display ad may seem like a small price to pay for unlimited access to the local news, weather or a favorite magazine. Plus, the ad may even introduce you to, or remind you of, a product or service you’re genuinely interested in. But on the other hand, while an unobtrusive ad here or there isn’t such a big deal, some online advertising can be categorized as just plain obnoxious – you know the kind: the flashing lights, the autoplay sound, the full-page pop-ups that block access to that great article you were reading.
These are the kinds of ads most of us would like to do without – especially seniors, and they’re the kinds of ads that have driven many users to turn to ad blocking software as a way to improve their experience as they browse the internet.
While ad blocking technology has been around for years, it’s been in the news lately because Google and Apple have announced they’re jumping on the ad blocking bandwagon. Until this point, ad blocking has been largely available through third-party software or browser extensions, which users are required to manually install, and which typically block all ads on web pages. But to have greater control over the ad content served while surfing the web with Google’s Chrome browser or Apple’s Safari browser, these two entities have taken matters into their own hands. They’ve developed proprietary ad filtering software built right into each browser – blocking only the most annoying ads and allowing those that comply with their standards.
So what does this mean to us as advertisers?
At GlynnDevins, we actually see this as a good thing.
Let’s start with the details. In specific terms, these new updates will block full-page interstitials, ads that unexpectedly play sound, flashing ads and autoplay video ads. Google, for one, bases its ad filter on the standards for nonintrusive advertising set by the Coalition for Better Ads. At GlynnDevins, we follow these same standards when designing and building online display ads, so our creative is not at risk of being blocked by these updates.
The new built-in ad filtering coming soon to Chrome and Safari will likely do a lot to weed out the “bad players” in the industry who are serving obnoxious ads and giving all online advertisers a bad name. This is good news for us, because we’re seeing great results with online display advertising as we’re executing it – in a tasteful and respectful way.