when ad blockers do not block ad investments!

Over 600 million people worldwide use Adblock Plus and other web extensions to prevent ads from appearing on the websites they visit.The firm eMarketer has just conducted a study on the use of adblockers in Germany, France and the United Kingdom in 2017. between them, they gathered over 43 million Internet users. The study relates that the number of adblock owners in these three markets is expected to grow more slowly as of 2018: +8.8% in 2017 and +7.4% in 2018 in Germany. France and the United Kingdom, meanwhile, are expected to see an 8% increase in 2018.

Google faces the rise of ad blockers

Media investment doesn’t seem to be impacted so much by ad blockers. Google, for example, generated more than $70 billion in revenue in 2017, yet the U.S. giant launched its own blocker, integrated with its Chrome navigator, in January. Paradoxical? Is Google shooting itself in the foot or is it adapting?
Google is imposing new rules on advertisers to make them more “edible” and control ads by applying a filter on content:
That way, the Mountain View company blocks intrusive content and protects the advertising market. The Alphabet subsidiary is now a member of the Coalition for Better Ads, a global organization campaigning for an end to pop-up ads or videos with sound that starts automatically.  « We believe that Internet users are not against advertising, that they know it is necessary for the sustainability of free media. They are in fact opposed to certain types of advertising formats, especially on mobile, which are too intrusive,” explained Carlo d’Asaro Biondo, president of Google Europe.

⚠ Good to know

Google Chrome no longer displays ads that :

• cover more than 30% pf smartphone screen
• cover the screen and display a countdown
• launch automatic video playback with sound
• use pop-ups that cover part of the screen or do not disappear