Advertisers and publishers predicting an apocalypse when Google installs a default ad blocker on Chrome in “early 2018” may be a bit premature. After all, Google thrives on ad revenue.
Many marketers had their doubts about whether digital ads were worth the money they were paying, because they didn’t have the “last click” of the brick-and-mortar sale. Now, Google is linking that sale to the ad touchpoint, the search giant revealed last Tuesday.
As Google itself points out on Tuesday, the mobile-first era means it’s already increased ad real estate in search engine results by eliminating right rail ads on desktop screens and pushing organic results farther down the page. Now, it’s making ads even bigger and more frequent.
Google is just one arm of the ad-blocking monster, but it’s muscular. “Google Disabled 49% More Ads in 2015,” reports the Wall Street Journal on Thursday. Another appendage, Apple, recently gave 700 million of its customers ad blocking options, too. So will content marketing enable marketers to reach consumers?