Google’s decision to equip their Chrome browser with an ad-blocker has caused controversy. What is seen as an all-too-easy solution for users to avoid exposure to ads is also a way for Google to eliminate their competition for ad dollars. However, the Chrome ad-blocker may also be an opportunity for Google’s competitors – at least when it comes to reevaluating their relationship with consumers, argues John Snyder, CEO, Grapeshot, in this exclusive piece for ExchangeWire.
Last month, Google introduced an ad-blocker for its Chrome web browser in an effort to improve the user experience by preventing ‘annoying’ and ‘intrusive’ ads from showing. Google, a member of the Coalition of Better Ads, is working to bridge the gap between brands and consumers by facilitating better quality and more relevant experiences on the web. In doing so, it’s also acting on behalf of brands and saving them from their own bad habits. No longer can brands deliver bad ads on the Google Chrome browser, else they risk being blocked. But, whilst the standards have been raised, brands cannot simply rely on a browser-level plug-in to keep their brand safe. They need to take effective action and own the relationship with consumers.
Message & creative is important, but it’s only the tip of the iceberg……
Read The Original Article: www.exchangewire.com
