Google to offer users mute button for retargeted reminder ads

Retargeted ‘reminder’ ads can expect to see a drop in reach with Google’s announcement of a ‘mute button’ that will let users choose the reminder adverts they don’t want to see.

In a Saturday post on Google’s Keyword Blog, the company’s group product manager for data privacy and transparency, Jon Krafcik described how the feature will work and why it was needed.

“You visit Snow Boot Co.’s website, add a pair of boots to your shopping cart, but you don’t buy them because you want to keep looking around. The next time that you’re shopping online, Snow Boot Co. might show you ads that encourage you to come back to their site and buy those boots.

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.”

Mumbrella has contacted Google to find what details advertisers will receive about users blocking their campaigns but at first glance this feature seems to be a good move for advertisers choosing the CPM option in Adwords as it reduces irrelevant views.

The Mute This Ad feature has been available since 2012 but has been restricted to specific ads and user devices. The upgraded feature will remember a user’s choices across any device they use.

Krafcik claims feedback from that feature has enabled Google to remove over a billion intrusive ads from the network.



Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing