Trying to download something and having to wait for the ads pull up might be the one of the most annoying things in the world. If you've grown up with the Internet, you're used to ads and you know they're just a part of life on several of your favorite sites like Facebook. These days, it's hard to tell which ads might be worth a click and which ones are a total waste of your time. Lucky for us, sites like Google are working to block "bad ads" that bog down the internet. Did you know that there are over 1,000 employees at Google assigned to detect these kinds of false advertisements?
Google reportedly blocked over 780 million bad ads last year.
But, what constitutes a bad ad? Well, for starters, any companies that are directly selling fake products or illegal pharmaceuticals gotta go. Those ads are not permitted and consequently Google will shut their account down. Other scams you might recognize are ads that promote quick weight loss products and then phish for your information once you arrive to their site to sign up. There are also a ton of ads that offer software, malware protection or claim to be operating system updates that you think you might need.
Google reportedly blocked over 780 million bad ads last year. Seems like a lot right? The percentage of blocked ads actually surpassed the overall advertising growth for the tech giant, which means they were hard at work this past year. But Google's efforts are not enough. There are tons of people who use an extension to their browser to avoid bad ads, especially to protect themselves from malware that seems to always be lurking online. But what about the good ads that have to battle with these rule breakers? There are thousands of jobs dedicated to online marketing and the design of ads to reach targeted customers in a way that just wasn't possible 20 years ago. Agencies and publishers are fighting to be relevant without being annoying and to reach their audiences in an effective way. Could an ad blocker actually help them do that?
Former Mozilla CEO Brandon Eich might have the answer. With Brave Software, publishers and ad blockers could have a way to work together. While it doesn't sound like a logical combination, it might be what people want to hear. The new Brave ad blocker will supposedly block bad ads and then replace them with legit ones from agencies and publishers who partner with Brave. Of course, there's a catch. In exchange for Brave's ad blocking service, publishers would split the revenue with the browser, thus letting the ad blocking system join in on part of the profits from online advertising. It may seem unfair, but in an interview with The Verge Eich said, "Brave could look like a better source of revenue for them than advertisers." Frankly, consumers benefit here by being protected from malware offers and scams, and publishers get a better chance at reaching their audience.
According to one source, "Brave would replace individualized tracking cookies with anonymity-friendly interest tags, and use direct micropayments to make up the difference in ad rates." Those are some pretty big goals, but if progress continues down this path for the ad blocking software, Google just might have some serious competition. Online marketing is one of the best ways to reach loyal and new customers and changes in the fundamental system of ads could mean a revolution for the way digital marketing evolves over the next few years.
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