Users will be able to personalise and pick which brands' adverts they wish to see thanks to Google's new advertising controls. The new capability, which is part of a feature dubbed My Ad Center, was introduced on Tuesday at Google's annual developer conference.
The new tools will be available "before the end of the year," and will allow users to control the advertising they see on YouTube, Google Search, and Google's Discover feed.
It should be noted that it will not be available throughout Google's complete ad network, including websites. My Ad Center will display the names of brands that have previously appeared in Google ads. Users will be able to select ad categories like fitness, holiday rentals, or skincare, and learn more about the information disclosed in the ad content, according to Google.
This, according to experts, might be a critical step toward the widespread adoption of permission-based online advertising. Controls like these, according to Bengaluru-based brand consultant Harish Bijoor, will make internet advertising "user-friendly." ", because the user-control mindset has not been prevalent. "This means we're moving toward more permission-based advertising and marketing, as well as everything else." Users will be able to block out categories and types of marketers they don't want to interact with as a result of this "he added.
While the feature may take time to gain hold, experts believe it will make brands more aware of ad content, as web advertising standards are generally lower than those in television and print. Brands will be able to recognise that if they engage in certain behaviours, customers may block them. "This is a direct link between the consumer and the market, and sensitivity will grow," Bijoor said. While it may be part of a larger trend in internet advertising, analysts believe it will have little immediate impact on income or ad numbers.
It's unlikely to have a significant influence on the quantity of advertising on Google's products, according to Prasanto K. Roy, a tech policy consultant, because most users don't utilise these options even when they are available. "Many people do not use even currently available controls like 'Stop showing this ad," he noted. Many factors, including the quality of the commercial and its ability to catch attention, determine the impact of advertisements, according to Roy. Skippable commercials on YouTube only show for five seconds, but in rare circumstances, people remain viewing them after that, he said. Advertisers are focusing their efforts on improving the quality of the opening five seconds.
Google's annual revenue is largely derived from advertising. In 2020, it was responsible for more than 80% of the company's revenue. According to experts, when brands pay for advertisements, they consider reach, and for every person who blocks a brand, there will be many more who do not. If Google notices a reduction in ad interaction, Roy says the company will take action, including providing toolkits and instructions to marketers.
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