Initially launched earlier in 2018 within North America & Europe, Google Ad filtering has fulfilled promises to their users, to weed out ads that are not only an online nuisance but also repeatedly violate standards put forth by the Coalition for Better Ads. As of Feb 2019, they have announced a movement towards introducing this software on a global scale by the 9th July 2019.
How will Google Adblock impact the MENA Region?
Adapting to an upcoming industry, the MENA Region is still young in the affiliate marketing game. However, a boom in e-commerce is becoming increasingly evident in countries like the UAE, Egypt & Saudi Arabia - a clear indication that advertisers and publishers need to get on board with Google’s new regulations and find creative ways to adapt their ads before the hit.
What would have happened if Google Adblock had a come a year earlier?
The Analysts & Expert Team behind Admitad- one of the largest affiliate networks internationally, discussed the technicality behind these changes. In Jan 2018, Admitad was still using the classic “cookie-based tracking code”, a means that was occasionally prone to a loss of cookies if customers used AdBlock, Anti-viruses or if they had turned off JavaScript Engine in their browser- however, even then, Admitad was prepared for this technological upgrade. The affiliate network had already turned to a more diverse and flexible means of tracking. Admitad advertisers eventually became less dependent on cookies. Infact, as of 2018, the TagTag tracking code uses fingerprint technology and guarantees accurate attribution even if all cookies and JavaScripts get blocked.
Should we still worry?
“After measuring the accuracy of tracking in Chrome with the inbuilt AdBlocker, we are thrilled to say that the Admitad tracking code suffers no damage. Of course, certain ads and banners are inevitably going to get blocked if they are considered irritants by Chrome. Therefore, it is vital that Publishers check their websites and advertisements to ensure that they are being compliant with Google’s requirements. For instance, making sure that ads are no longer than 30% of the page and videos are not played automatically with sound. Admitad strives to ensure that the brunt of the work is covered by us, and that the changes that need to be accommodated by Publishers are easy to accommodate.” - Artem Rudyuk, Head of MENA Region
Websites that fail to fulfill the requirements will not be blocked by Google ad filtering, although the ads they contain will not be displayed. Although, after an indignation from developers worldwide over the last month, Google have reassured extension makers that they would be happy to work with them in an updated plan that will ensure increased consumer privacy & security, but also provide the user with agency through these extensions.To sum it up, the stakes are significantly lowered this time.
“Through the use of deep-links, we are consistently doing our best to guarantee the utmost accuracy of attribution. As for the banners and pop-ups, we will definitely strive as an affiliate network to timely inform our publishers. Muting videos with autoplay and making sticky banners smaller is relatively simple and not time-consuming. However, others will eventually have to turn to less intrusive ads altogether as Google and major digital companies work towards an enhanced user experience online.”
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