What Will Happen to Adsense and Beyond?
If you ran a website of any size over the years, you likely used Google Adsense. Google’s near monopoly as a search engine enabled its native platform’s meteoric rise. However, with the rise of adblockers and profound changes to the online advertising scene, Google plans a major shakeup.
Seeking Alpha had a good rundown of the potential changes. Google also plans a native adblocker in Chrome itself. Considering there are over 600 million browswers with Adblock, uBlock, and other ad removal services, the entire industry is on its head. Even Apple took steps toward a built in ad blocking service. The blocking software shuts down intrusive ads often before they show up on your computer screen.
Many publishers turned to placing more ads on their site. Others used more intrusive pop ups or overs. Each one of these made the users’ experience worse. Each one further reduced the value of online ads. Google plans a major change on their end. The Chrome capability referenced above complies with the Coalition for Better Ads and disallow such pains from showing up on your computer. One of the issues involves Google’s control over the process. Google essentially owns the search engine game.
Will this enable the company further control over the daily activities of webmasters and content consumers? Considering Google’s manipulation of services and coziness to some governments, consumers beware. Furthermore, Google is actively considered a monopoly in Europe. It may only be a matter of time before this is the case in the U.S.
This is a double edged sword, and one the web giant may not be ready to wield. Such an incredible amount of power could easily be used to hurt small webmasters just trying to make an income. Furthermore, there are logistical and legal issues that Google has to solve first.
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