In a blow to marketers, Google will let users opt-out remarketing ads. Google announced last week that they are updating their ad setting tools to give users a new choice to “mute ads” that seem to follow them around the web. They will be expanding the number of places where this “Mute this Ad” functionality will be available, including across devices. Once a user tells Google she doesn’t like an ad, Google will stop displaying it across all devices that the user is logged in such as YouTube, Search, and Gmail. This is a wake-up call for marketers as many are using remarketing quite extensively. But with more opportunities emerging from media giants to offer users greater control and transparency, marketers will need to rethink how they remarket to users and evaluate any technical changes to support remarketing.
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