Google Ad Blocking Update: Implications for Advertisers


Google Ad Blocking Update: Implications for Advertisers

Post by Gordon Ferris, Vice President of Performance Media

The Coalition for Better Ads has developed initial Better Ads Standards for desktop and mobile web in both North America and Europe. To comply with the Coalition, Google Chrome is blocking all ads deemed out of compliance (i.e. intrusive, annoying, etc.), such as:

Desktop

  • Pop-up ads
  • Auto-playing video ads with sound
  • Prestitial ads with countdown
  • Large sticky ads

Mobile Web

  • Pop-up ads
  • Prestitial ads
  • Ad density higher than 30%
  • Flashing animated ads
  • Auto-playing video ads with sound
  • Posticial ads with countdown
  • Full screen scrollover ads
  • Large sticky ads

Additionally, the following rules also apply:

  • If one ad on a page is deemed out of compliance, then all ads on the page will be blocked
  • Violators of these standards will be included in the Ad Experience Report
  • These ad types are already the lower-performing ad types based on users’ distastes
  • The impact on other ads will be determined by the percentage of non-compliant ads in the space

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