To help tackle the ad - blocking issue , Google is considering setting up an ' acceptable ' ads policy , which given that Google and Facebook together controlled 64 % of the digital ad market last year , Google has the power to decide which ad formats become the industry standard . Ad - blockers are are a significant threat to Google 's revenues as its main business model relies on them . There have been other initiatives to improve the ad experience for users such as the IAB 's L.E.A.N. and ad - blocking companies " acceptable ads " programs . Google 's dominance means it will be able to ensure that only ads meeting its criteria will appear on Google , YouTube , and its DoubleClick platform . However , some have voiced concerns , indicating that publishers should also have a voice in deciding what are deemed acceptable ads rather than just Google
To help tackle the ad-blocking issue, Google is considering setting up an 'acceptable' ads policy, which given that Google and Facebook together controlled 64% of the digital ad market last year, Google has the power to decide which ad formats become the industry standard. Ad-blockers are are a significant threat to Google's revenues as its main business model relies on advertising. There have been other initiatives to improve the ad experience for users such as the IAB's L.E.A.N. and ad-blocking companies "acceptable ads" programs. Google's dominance means it will be able to ensure that only ads meeting its standards will run on Google, YouTube, and its DoubleClick sites. However, some have voiced concerns, indicating that publishers should also have a say in deciding what are deemed acceptable ads rather than just Google