The Travel Vertical

Weekly stories curated exclusively for digital tourism marketers

Why is Google Building an Ad Blocker?

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Q: Since Google is the internet’s biggest ad company, why is Google building an ad blocker?

A: Better quality, less annoying and intrusive digital ads is the answer.

It’s something Google CEO Larry Page has been thinking about for years. “The industry needs to do better at producing ads that are less annoying and that are quicker to load,” he said in 2015, Vox reports.

Meantime, legal scholars worry about a private company having so much power over the kinds of ads that appear online.

(Related: “How Google Plans to Kill Last Click Attribution” in The Travel Vertical, 5/31/2017)

Read the ad blocker article here.

How Google Plans to Kill Last Click Attribution

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It’s all about the journey, guys…and some additional adverts along the way.

AdAge reports: Google says it wants to rid marketers of their obsession with the last click before consumers buy things. Instead it aims to provide insights about how earlier ad dollars perform in areas like TV, digital video, store visits and search.

Last week, Google debuted a new offering that assigns a weighted value to every touchpoint a consumer passes before making a purchase. Read the story here.

Almighty Algorithm Enemies: How to Replace Lost Website Traffic

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We’re at the mercy of the almighty algorithms. So, how can you replace website traffic lost to Google and Facebook algorithm changes?

You’ll need:

EAT = Expertise, Authoritativeness, Trustworthiness

MC = Quality Main Content

ORM = Online Reputation Management

…and more.

Laszlo Horvath, founder and president of website experts, ActiveMedia, has some insights on gaining and delivering EAT, MC, and ORM and a few additional tips to share from his eTourism LABS presentation, seen here.

Major Ad Revenue Trouble For Google as Brands Boycott YouTube

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More than 250 advertisers have reportedly removed their ads from Google services after a newspaper report in The Times of London last week indicated that corporate ads were popping up alongside extremist content on YouTube.

McDonald’s, Heinz, Audi, Toyota, L’Oreal, HSBC, Lloyds Bank, Marks & Spencer, the BBC, and ad giant Havas UK suspended ads in the UK. Additional big brands in the US have joined the boycott of non-search ads, including PepsiCo, Wal-Mart, Starbucks, Volkswagon, Johnson & Johnson, Verizon, and AT&T, reported by the Wall Street Journal, Associated Press, and The New York Times.

 

 

 

“Google’s European boss Matt Brittin explained to Business Insider on Monday that 400 hours of user-generated video are uploaded to YouTube every minute and thousands of websites added to Google’s AdSense network each day, which makes it extremely difficult to police which content is safe for brands to advertise against and which isn’t.” – Business Insider, 3/22/2017.

This infographic explains how inadvertent online  juxtaposing of ads targeted at people, rather than websites, can occur. Read more here.

Amazon and Pinterest Poised to Challenge Google’s Dominance in Search Ad Market

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MarketWatch and the Wall Street Journal report that ad buyers hoping to see more options for clients, better products, and competitive pricing are embracing competition around Google’s strong hold on both internet searches and related ad spending.

On desktop, Google commands roughly 64 percent of searches, says comScore. And on mobile, the digital ad buying firm Merkle estimated that Google is capturing a staggering 96 percent of all search-ad clicks.

Some observers say when new players enter the space, it will likely be with heavy discounts for early buyers. Read more in from WSJ here.

Staff

Laurie Jo Miller Farr, Editor
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