comscore Google will let users mute ‘reminder ads’ on websites | Honolulu Star-Advertiser
Every act of aloha counts. Click here to DONATE to the MAUI RELIEF Fund.

Google will let users mute ‘reminder ads’ on websites

Honolulu Star-Advertiser logo
Unlimited access to premium stories for as low as $12.95 /mo.
Get It Now

You browse a store online for an item but don’t make a purchase. Then advertisements begin appearing on websites and apps you visit, reminding you of that item.

These are called reminder ads, and Google says it will now allow anyone to mute them on any apps or sites that partner with it.

“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,” Jon Krafcik, group product manager of data privacy and transparency at Google, said in a blog post Thursday.

Apps and sites can be muted by visiting Google’s Ad Settings, which requires a Google account. The muting applies to both mobile and desktop browsing.

Although not all reminder ads run through sites partnered with Google, the overwhelming majority do. Google says its ad network reaches 90 percent of the world’s internet users.

Google — a division of Alphabet Inc. — said it plans to expand the muting option to include its other properties, YouTube, Search and Gmail.

By offering to mute reminder ads, Google can demonstrate a commitment to privacy and transparency without sacrificing much ad revenue, said Scott Galloway, a professor of marketing at New York University’s Stern School of Business.

“Retargeting creates a decent number of ‘creepy’ moments, and giving people the chance to switch off is an attempt to starch their hat white without sacrificing any real revenue,” Galloway said. “Consumers are lazy and a small number will go through the hassle of enacting the controls.”

Comments (0)

By participating in online discussions you acknowledge that you have agreed to the Terms of Service. An insightful discussion of ideas and viewpoints is encouraged, but comments must be civil and in good taste, with no personal attacks. If your comments are inappropriate, you may be banned from posting. Report comments if you believe they do not follow our guidelines.

Having trouble with comments? Learn more here.

Click here to view ongoing news coverage of the Maui wildfires. Sign up for our free e-newsletter to get the latest news delivered to your inbox. Download the Honolulu Star-Advertiser mobile app to stay on top of breaking news coverage.

Be the first to know
Get web push notifications from Star-Advertiser when the next breaking story happens — it's FREE! You just need a supported web browser.
Subscribe for this feature

Scroll Up