The fight against AdBlock Plus was hard. Born in 2005 out of the Internet users rebel against the wave of intrusive ads, in 2017 the extension and the company behind it EYEO finally gave way and agreed to show certain ads.
They did it by acknowledging the Acceptable Ads Committee rules.
Advertisers and affiliates were glad to hear the news. At last the 11% of global web users with Adblock Plus installed were open to limited advertisement!
Adblock tools usage worldwide. Image by PageFair.
But their celebration was cut short when Google decided to release its own Ad Blocker for Chrome browser.
Why they did it is the field for speculation and we see many articles on this topic circulating online.
What is the influence Google Chrome Ad Blocker’s having on online ad market?
The past few years have been great for Google Chrome. Its share in browser market has grown up to the point of 59,9%.
The impression is that Chrome browser is the dominant power and it can single handedly set direction for the industry to move in.
The statistics provided by W3Counter seems to prove it:
- Chrome 64 (with native Ad Blocker) – 24,87%
- Safari – 15,70%
- Chrome 63 (with native Ad Blocker) – 15,30%
- Firefox – 8,50%
- Internet Explorer & Edge – 7,30%
- Opera – 3,40%
- Chrome 56 – 2,75%
- Chrome 55 – 1,64%
However, if we look back at figures from April 2016 we’ll see that Chrome had a share of 57,2% back then. Now the figure is 59,9%. So it took the browser two years to gain around 2 percent!
This may indicate stagnation of the browser. Who knows how long it’ll take it to gain another two percent.
In any case we have over 40% of around 4 billion internet population are NOT using Chrome. In addition to 17% who do use it, but have older versions without Ad Blocker.
For online marketers this means two things: a) Ad Blocker presence is growing, but it is growing slowly so there is time to prepare; b) They should use this time to run top offers that are perfect for pops.
Now let’s see how things are going for those 43% of users who have Chrome with inbuilt ad blocker.
Does Google Chrome Ad Blocker actually block anything?
The article ended a sharpest analysis of Chrome’s native Ad Blocker to date.
In it, the current sphere leader approached the issue with elegance. They spoke well of Google, praised its courage for stepping ‘into the ad-blocking waters at all’.
At the same time, they pointed out that native Ad Blocker by Chrome would keep most annoying ads untouched.
All because this tool acknowledges the Coalition for Better Ads (CBA) definition for ad acceptability instead of the Acceptable Ads standards most other ad blocking tools are following.
Boring nuances, but here is what it means – Google Chrome, like CBA is ok with showing internet users:
Quote by Adblock Plus.
As the result and according to Adblock Plus team research, Chrome native ad blocker filters around 16% of ads compared to 93% filtered by most corresponding third party tools.
Image by Adblock Plus.
As for this writing the filter is one month in. So we get to check whether their predictions were true and what consequences affiliates had to face after the release.
One month of Chrome Native Ad Blocker operation. What’s changed for online marketers?
For nearly a month we’ve been living with the in-built Chrome Adblock. So did Internet users and affiliates feel the changes it brought along?
The short answer is ‘no, they didn’t’ and here is why:
1) Implementation of the Blocker had basically no effect on websites’ performance.
Whether or not publishers followed the requirements and ‘cleaned’ their websites off CBA standards violating ads – it made no difference for Google search engine.
Apparently, the Chrome inbuilt blocker is NOT relevant to Google search ranking. At least not so for now.
It’s relatively good news for affiliates as they’ll not need to make adjustments in campaigns they run.
2) Chrome native Ad Blocker does not favour ads pushed with Google Adwords.
Again – at least for now. Because the company’s reputation kind of speaks against it.
There is a precedent when Google paid off ad blockers for keeping its own ads running. Now with the native Ad Blocker released, nothing will stop the company from showing certain ads in its browser, while banning other. For disadvantage of competitors.
This is also good news for affiliates, unless they are heavy users of Adwords.
Should affiliates worry about any of it?
From what we see for the moment, Google’s decision to release a native Ad Blocker for Chrome is more of a marketing move than anything else.
Google sees the tendencies. The company is full of smart people who realize that web users hate ‘annoying’ advertisements and keep blocking them, taking out the relevant ones along the way.
Most likely, Google decided, so to say, to give people what they want. But on their own terms. If the users wanted Ad Blocker – they got the mildest version of it.
There is no reason to believe that CBA requirements and thus Google’s will get any more demanding towards advertisement in the future. Even if they do – there is enough room for a maneuver.
In either case now is still the perfect time to work with pops and have no worries about the new Google’s standards. Especially if you see perfect traffic for it.
So contact one of Rainmaker affiliate managers who’ll provide you with more info.