This will block “disruptive” or “intrusive” ads on web pages. Here’s how the new Chrome browser ad blocking set-up will work: Chrome will have an ad blocker turned on by default. If Google decides to tighten the strings on this, smaller publishers won’t be able to sustain their businesses,” he says. “Free content and plurality of views is a consumer need which is funded by ads today. Sinha says smaller publishers need protective measures. By setting standards on what ads are acceptable or not, Google is effectively regulating the entire digital ad industry, including its competitors - a role that no company should have the authority to do.” TIL is part of The Times Group which publishes The Times of India. Times Internet Limited (TIL) CEO Gautam Sinha says, “Google already controls over 60% of the ad industry. But there are voices in favour of having a regulator step in to check unfair monopolistic practices.
Google’s director of product management Scott Spencer says the move is “to improve the online ad experience for users”.
Along with user experience, Google needs to put an equal emphasis on creating a sustainable digital marketing ecosystem,” says Goenka, pointing out that Google’s digital advertising rates in India are the lowest in the world. But certainly, Google needs to be a little less dictatorial in how they conduct their business. “Premium quality publishers like The Indian Express, The Times of India and India Today will not have to worry about this development as they themselves want to give a better experience to their readers and less invasive ads is a market trend that we are always preparing for. As an industry, he says, advertisers need to realise that ads can’t be spam. And given Google’s reach, any change in policies for digital ads is bound to have an impact.
#Google chrome ad blocker android
Executive director at The Indian Express Anant Goenka points out that 90% smartphones in India are Android devices pre-installed with Chrome browsers. Though Google sources say that the default blocking is something individual users can turn off, top Indian publishers feel that the manner in which it is being implemented has left much to be desired. Industry experts estimate its market share is 50% among browsers. Even as publishers and media companies shift towards a user-friendly ad experience, Google’s decision is being seen as “dictatorial” by some quarters, especially given the Chrome browser’s reach. NEW DELHI: Google’s latest move to block “intrusive” ads starting February 15 next year has made digital publishers wary and left them wondering how such a unilateral, top-down approach could impact their bottom line.
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