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In-Ad Surveys Enable Google to See Why Users Mute Ads

Posted on 1.19.2014

On the heels of its 2013 Bad Ads report, Google indicated that it will soon be introducing in-ad surveys that will be shown to users who elect to "mute" a display ad from the Google network. 

By using the data to learn why Web users have muted specific display ads, Google will be able to further improve its ad targeting, identify poor performing publishers, as well as those advertisers whose ads just aren't matching up when it comes to relevancy. 

When consumers choose to mute an ad (by clicking on the [X] in the display unit) Google will show users a series of two questions and provide several response options. For example, users can indicate whether it is that they don't like the content of the ads, have seen the ad too often, the ad is too distracting, they have a lack of interest, or that it may violate Google policies in general. 

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