Google Chrome to start filtering out ‘annoying’ ads
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Websites that don't adhere to the Better Ads Standards could potentially see their ads blocked. Almost one year ago, Google’s Chrome web browser began to roll out the ability to filter Google ads. With the filtered ads taking place in the United States and Europe that didn't meet the Better Ads Standards. That ability will apply globally and it will apply in the very near future.
Reasons you should care
Why is this important and why should you care? Let’s lay some groundwork here. The Better Ads Standards was created by the Coalition for Better Ads (CBA). This is an industry group of which Google is a founding member. With the CBA’s announcement of the global expansion of the Better Ads Standards, Google said Chrome’s ad filtering will apply globally, as well. Starting July 9th, Chrome will filter ads from sites around the world that repeatedly exhibit any of the 12 advertising experiences identified as “annoying” under the Better Ads Standards. That encompasses formats including pop-ups, prestitials and auto-play video ads among a host of others.
Publishers that have verified their sites on Google Search Console can locate violation notifications in the Ad Experience Report. The report currently shows the ads region to which a publisher’s site has been assigned. USA and Canada, Europe or Remainder Of The World. Currently the reports aren’t very descriptive, and some publishers may have to do a little searching and troubleshooting to identify the root cause of an issue. Negative assessments are based on the percentage of total page views that contain flagged user experiences.
Because of these new guidelines there has been serious push back from advertisers. Noting that Google, the goliath ad seller, is now an arbiter of the types of ads publishers can display on their websites. Google’s retort is that ads running through its own platforms may also be filtered. Google’s former head of ads and commerce, Sridhar Ramaswamy, had this to say ahead of the initial roll out of Chrome filtering, “Our hope is once this is in place, there’s no need for ad blocking on mobile.”
What you need to know
- Google said last week that as of January 1st, two-thirds of publishers who were non-compliant at one time are now in good standing with the Better Ads Standards and that fewer than one percent of sites have had ads filtered.
- The Microsoft company is also a member of the Coalition for Better Ads, however has not made moves to filter ads on its browsing products.
- Apple has taken a somewhat divergent approach with Safari, instead aiming to curtail its tracking. This likely entices users to download ad blockers in the same way that annoying ad experiences do with Intelligent Tracking Prevention.