Users who click the [x] on an ad will be shown a confirmation page explaining that the advertisement has been muted, along with a link to the Ad Preferences Manager. The feedback this provides will also help improve our ads over time.
The muting is not a 100% guarantee you won’t see that ad again as a consumer -- for example, the same ad could be shown by a different ad company, or the marketer could run a separate campaign targeting specific web content. But we believe it’s an early step in the right direction of giving users control over ads, while helping marketers and websites deliver ads that perform better.
We believe this early-look feature can bring benefits to the entire ecosystem: users have a way to control their experience and signal that they aren’t interested in certain ads; advertisers are no longer paying to show ads to people who aren’t interested; and publishers will receive better performing (and potentially more valuable) ads, and spend less time filtering out ads they think won’t be of interest to their audience.
Online advertising underpins the web and supports millions of businesses. It’s already unique in the level of control it can offer users. We’re at the early stages of these innovations, with much more to come in months and years ahead.
