Google wants to give its users more control over the kind of ads they are confronted with. This is why they launched the true view ads a few months ago, allowing users to skip video ads on YouTube. Also the “why this ad?” link aims at helping users avoid the placement of certain ads in Google search results.
In the coming weeks Google wants to launch another feature, giving users the possibility to hide non-relevant ads permanently, by clicking on the x-icon, which is located in the corner of some display ads in the Google display network. For the time being the (x) should only be integrated in remarketing and interest category based ads.
However, hiding an ad does not necessarily mean that this ad will not be placed anymore. This very ad could for instance be place by another company with certain web contents, or a separate campaign could be launched.
Nonetheless, the fear of many advertisers that this new function could have negative effects on their campaigns’ performance is unjustified. It is true that impressions might fall, but at the same time the relevance for the users rises, making ads more efficient.