Published: Fri, January 26, 2018
Industry | By Faith Ward

Google expands 'Mute This Ad' tool functionality

Google expands 'Mute This Ad' tool functionality

Google has had the feature "mute this ad" since 2012.

Users keep on seeing the ads - typically known as "reminder ads" - of the items that they ordered or browsed in the recent past. At that point, you might be served reminder ads encouraging you to return to that retailer's site and complete your transaction.

The expansion of this tool will likely lead to more ads getting removed and provide more relevancy signals to Google to improve targeting and performance.

Google is giving you a bit more control over the ads you see.

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Google plans to expand the feature to YouTube, Search and Gmail in the coming months. Well, with the help of Google Ads, of course. Barraging you with reminder ads for the thing you are no longer interested in is not useful for you and is a waste for the business hoping to get you to come back. This is why Google is now allowing users to mute reminder ads in their Ads Settings. Based on their preferences, a user can choose to mute the ads and keep others running. Now, you can head into Ad Settings and mute certain reminder ads, preventing them from popping up in front of you again.

"Millions of people use Mute this Ad on a daily basis, and in 2017, we received more than 5 billion pieces of feedback telling us that you mute ads that aren't relevant", Jon Krafcik wrote on the Google post explaining the updates. There's a difference though - "mute reminder ads" disables ads from the whole domain, not just a single one.

Along with the Chrome 64 update, Google is also adding HDR support to Chrome 64 for Windows users, which will require a PC with the Fall Creators Update.

It only impacts Google ads, not those from other remarketing services an advertiser might be using. First, if you've been taking advantage of the Mute This Ad functionality, Google is extending it to work on more partner websites, as well as synchronizing the ads you've muted across devices associated with your Google account. A Google spokesperson said it's been considered and could be a possibility if there is enough advertiser demand for that kind of information.

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