This article describes a coalition that was set up to discuss digital advertising and how to make user-experience more enjoyable (less annoying) as the industry continues to proliferate. This coalition was set up and led by executives from Google, and many are now concerned that these executives steered the direction of committee's strategy in a way that will be most beneficial to Google's bottom line. The goal is to block low quality ads, and in the process potentially alienate ad-blocking software in favor of Google's own. The reason this is controversial is because the annoying ads that Google is trying to eliminate already don't really apply to their sites, because they exact a higher standard. But smaller firms that rely on lower quality advertising could potentially now miss out on revenue if Chrome prohibits certain types of ads from being utilized. The implications are potentially very serious for smaller firms, and could direct even more advertising revenue to Google as/if it takes hold.
https://www.wsj.com/articles/how-google-swayed-efforts-to-block-annoying-online-ads-1518623663
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