5 Misconceptions about Google's Ad Blocking that Affect Publishers
The article discusses five common misconceptions among publishers about Google's Chrome ad blocking, highlighting that despite Google's 2018 enforcement of the Better Ad Standards to improve user experience by blocking non-compliant ads, many B2B publishers remain unaware of the specific ad types affected and the broader implications for their significant digital ad revenue.
Publishers may still have a lot to learn about Google Chrome’s ad blocking.
About midway through 2017, Google first expressed their intentions to unroll new ad blocking standards on Chrome. As a way to create a more enjoyable online experience for all, Google announced that, come February 2018, they would begin blocking all ads on sites that do not meet the Better Ad Standards.
As February came and went, MediaRadar thought it would be helpful to survey all of our B2B clients, to gain direct feedback, and to see exactly how publishers feel about Google’s ad blocking and the potential impact it could have on their business.
In Q1 of 2018, 28,892 advertisers bought digitally with B2B Media. Furthermore, we found that, among B2B publishers, the average portion of ad sales from digital was 53%. In considering this adoption of digital, however, our survey results proved to be quite intriguing.
As it turns out, simply knowing what types of ads are being blocked on Chrome is not the only thing that publishers need to understand. There are many factors, and many misconceptions that could lead an online publisher to violate the Better Ad Standards.
Related
B2B Native Advertising is Still Growing
MediaRadar research reveals that B2B native advertising experienced a remarkable 50% year-over-year growth from 2018 to 2019—outpacing mobile, video, and display ads—highlighting its rising value as a dynamic, content-driven ad format that effectively engages target audiences and offers significant opportunities for brands and B2B publications.
Q4 2023 12 for ‘24 - Beauty
In 2023, the beauty sector saw a 3% year-over-year decline in ad spend totaling over $5.2 billion across 5,200 companies and 11,600 brands, with TV still dominating at 34% of spend despite a 10% drop, while online video and native ads surged by 35% and 41% respectively, driven by increased investments in deodorant (up 72%), skincare, and hair care, alongside notable spending spikes from companies like P&G, and a mixed performance with declines in oral hygiene and bath & shower advertising, as MediaRadar highlights 12 key beauty advertisers poised for growth in 2024.
How is Programmatic Performing on YouTube?
In 2020, YouTube experienced a dip in ad revenue in Q2 but saw year-over-year growth driven by direct response ads, prompting the platform to shorten the minimum video length for mid-roll ads from ten to eight minutes in July to boost monetization opportunities for creators amid pandemic-related advertising challenges.
2023 Advertising Prediction: Retail Advertisers Continue Ramping Up Spend
In 2022, despite economic challenges like inflation and recession fears, U.S. retail advertisers significantly increased their spending—totaling $11.1 billion through Q3 with a 13% year-over-year rise—particularly in categories such as general retail, food and drug, apparel, home furnishings, and online department stores, signaling strong confidence in consumer demand heading into 2023.
The $80 Billion Sales Opportunity
The article highlights the massive $80 billion forecasted growth in video and television advertising, emphasizing YouTube's success as proof that media companies can generate substantial revenue by offering high-CPM online video ads, which have strong consumer engagement and purchasing influence, urging publishers to develop robust video ad inventories to capitalize on this lucrative market.
Follow the Money - The Rise of Native Video
In response to shifting consumer behaviors favoring online shopping and digital media consumption—especially among millennials—advertisers are increasingly investing in shorter, native video ads under 30 seconds, which have grown significantly in prevalence and are less likely to include skip options, reflecting a strategic adaptation to capture younger audiences on mobile and digital platforms.