The Chrome browser soon in the battle of ad blocking?
Publishers are not done with ad blockers yet. Already faced with the growth of this software – AdBlock Plus, from the German company Eyeo, in the lead – they could see a new major player launching itself in this area. Google is considering the possibility of blocking certain advertising formats deemed too intrusive, via its Chrome browser, report Le Figaro. But unlike many players, the Mountain View firm could work together with the editors of the “Digital News Initiative”.
Discourage Internet users from installing an ad blocker
Launched in 2015, this association today brings together more than 1,000 organizations from the information sector in Europe to collaborate with Google on several themes (products, innovation, etc.). In France, 20 minutes, Le Parisien Today in France, meltygroup or even France Media Monde (RFI, France24…) participate in the DNI. In the United Kingdom, the BBC, the Financial Times or The Economist.
With so many stakeholders, what will this new ad blocking project actually lead to? For the moment, the exact contours of this possible device are not yet known. “The idea is to find together an approach to advertising that makes it unnecessary for the Internet user to use an adblocker”, would have declared the president of Google Europe Carlo d’Asaro Biondo, quoted by Le Figaro.
In itself, the idea of distinguishing acceptable advertisements from those which are intrusive is not new since AdBlock Plus already offers its users to activate the option “Acceptable Ads” in order to display ads considered as such, through a “white list” system. But this is just an optional tool. This time, Google could act upstream, blocking certain formats so that the user does not want to install another ad blocker. It remains to be seen which formats will be filtered or not. What places, for example, for Google’s own marketing solutions like sponsored links or even AdSense?
This is not the first time that players have tried to offer an alternative to 100% blocking, by playing on the distinction between “acceptable” and “unacceptable” advertising. The co-founder of the Mozilla Foundation Brendan Eich presented in January “Brave”, an Internet browser that stops formats deemed too intrusive. The idea is then to replace these advertisements with other advertisements considered more “relevant” and selected by Brave. The revenues generated would then be shared with the site editors. A concept that obviously does not please all the press groups, which expressed themselves in April in a letter from the Newspaper Association of America (NAA).
In all cases, the stakes are high for publishers. According to a study From Adobe and PageFaire, 198 million Internet users around the world used ad blocking software, an increase of 41% worldwide. A phenomenon which weighs on the revenues of publishers.