This is part of many articles that we will discuss and shape the conversation on how Users need to be in control. With the launch of Google’s Chrome Ad Blocker on Feb 15, 2018, it is clear that that is the direction Google is going; to give users full control over advertising. In this article by Patrio Robles, he shares his thoughts on what we expect to be the beginning of the end of Retargeted ads as we know them ___ Life continues to get more and more difficult for marketers, particularly those who target users as precisely as possible. Earlier this week, Mozilla announced that it has added Opt-in Tracking Protection to Firefox Quantum, the latest version of its popular browser. Opt-in Tracking Protection enables users to block trackers, many of which are used by ad networks, all time. Previously, Firefox blocked trackers only when users were browsing in private mode. But the week is ending on an even worse note for marketers after Google announced that it is expanding the number of places where its “Mute this Ad” functionality will be available. In addition, it will be applying “Mute this Ad” across devices. Once a user tells Google she doesn’t like an ad, Google will stop displaying it across all the devices that user is logged into. Perhaps more worryingly, the search giant also announced that it is adding a new feature to Ads Settings that will specifically let users “mute” remarketing ads. Referring to remarketing ads as “reminder ads”, Google explained:
Reminder ads like these can be useful, but if you aren’t shopping for Snow Boot Co.’s boots anymore, then you don’t need a reminder about them. A new control within Ads Settings will enable you to mute Snow Boot Co.’s reminder ads. Today, we’re rolling out the ability to mute the reminder ads in apps and on websites that partner with us to show ads. We plan to expand this tool to control ads on YouTube, Search, and Gmail in the coming months. For more information about this new control, check out our Help Center article.As can be seen in a screenshot Google published of the new setting, users will be able to view a list of the websites that are delivering remarketing ads to them, and thus tracking them, and opt-out from having ads from those websites delivered to them going forward.