This morning, Google announced an updated setting allowing users to turn off retargeting ads (which they euphemistically refer to as “reminder ads”.
“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, Google
Note that in legal, these retargeting ads have been hit or miss – with some practice areas completely verboten due to privacy concerns (although some lucky PI advertisers still have been able to sneak through the Google ad review process. However, other practice areas that have a less personal nature (take business litigation for an extreme example), retargeting is incredibly effective, as the cost is extremely low to reach people who have already expressed an interest by being on a site.
Will this have a big impact? I’d say yes – Google accounts for roughly 90% of the retargeting market. However, it will ultimately be the ease (or difficulty) with which individual users can opt out of specific ads that will dictate the impact this change has on advertisers’ retargeting campaigns.