Google has committed the date of start blocking certain ads on websites that fail to comply with the Better Ads Standards—February 15, 2018. This built-in ad-blocker will be applied to both mobile and desktop Chrome web browsers.
Facing the growing use of ad blockers that stop browsers from showing ads, Google feels threatened because most of their revenues are generated from online ads.
Earlier in June, the search engine giant has announced the plan to introduce an ad blocker to Chrome web browsers. With the belief of less is better than none at all, Google said that it was going to remove all annoying ad formats, for instance, pop-up ads that occupy over 30% of the phone’s screen, video ads that automatically turned on and begin playing, etc.
On Tuesday, Google finally clarified the ad-blocking range—just ones that are considered as spammy or intrusive advertisements by the Coalition for Better Ads.
The Coalition for Better Ads is a group that offers specific standards for desktop and mobile web so that the industry can follow to improve ads experiences for consumers. Auto-playing video ads with sound, large sticky ads, pop-up ads, as well as prestitial ads with countdown are bad ad types for desktop web experiences; on the other side, for better mobile web experiences, pop-ups ads, flashing animated ads, prestitial ads, ad density higher than 30%, auto-playing video ads with sound, full-screen scrollover ads, in addition to large sticky ads and postitial ads with countdown should be banned, according to the Coalition's research. Google, Microsoft, Facebook, Procter & Gamble, GumGum, the Washington Post and other organizations from the advertising industry are members of the Coalition for Better Ads.
Google will put the websites repeatedly in violation of these standards more than 30 days in the penalty box and block all of their ads. Only when the site owners have cleaned up their act, can they submit their sites for re-review and get back into Chrome web browsers’ good graces.
Though Google’s introduction of the ad-blocker to Chrome web browsers is regarded as a trap to further drive publishers to buy its own advertising products, the company argues that blocking annoying ads is also beneficial for publishers since users won’t need to install a third-party ad blocker for indiscriminately filtering out all advertising, which is really harmful to their ad revenue.