Following up on the release of its 2013 Bad Ads report, Google announced today that it will soon be rolling out in-ad surveys that will appear after users opt to “mute” a Google display ad. The company says it will use the data to learn more about why people mute ads (users have used the button to mute millions of ads so far), improve ad targeting, and identify bad publishers and advertisers.
Users can mute an ad by clicking the small [X] icon that appears next to the AdChoices arrow in the top right corner of display ads served by Google. The “mute this ad” button started appearing in July 2012 to give users some more control over the ads they see.
When users click on the [X] to mute an ad, currently Google shows this message:
In the coming weeks, users will see a short, two-part survey after muting an ad. Here’s one example in new survey series: