This past month Google introduced a new icon, a small [x], in the corner of many ads on the Display Network. When users click on the [x], the particular ad from that campaign will not be shown to the user in the future.

Muting an ad does not provide a 100% guarantee that the user won’t see that ad again. For instance, the same ad could be shown by a different advertising company or the advertiser could run the ad in a separate Display Network campaign. Metrics about the number of times an ad has been muted would be excellent data to determine the effectiveness of Display Network ads. Unfortunately, at this time, Google does not plan to share this data with advertisers.

Benefits of Mute This Ad

• Gives internet users more control over the ads displayed to them
• Improves the user’s internet experience by providing a simple option to avoid certain ads
• Helps advertisers and websites deliver more relevant ads that perform better

Despite the few kinks that need to be worked out, like the far from 100% guarantee that users will not see the ad again and the lack of data available, the “mute this ad” option for Google Display Network advertising appears to be a step in the right direction to improve user experience and ad relevancy. What do you think about the ability to mute Google Display Network ads? Leave your comments below or find me on Twitter.