Google recently updated Chrome to automatically block ads that fail to meet particular quality standards. The ad-filtering system is designed to discourage the use of annoying ads by website owners.
What kind of ad types will be blocked?
Research has found 12 ad experiences to be particularly annoying to users. Image source: Coalition for Better Ads
For desktop, Google will block:
Pop-up ads
Video ads that play automatically with sound
Large sticky ads
Ads that count down and block the screen while content is loading.
On mobile, the browser will filter out:
Pop-up ads
Video ads that play automatically with sound
Ads that block the screen (whether they have a countdown function or not)
Large sticky ads
Animated ads that flash
Full-screen scroll-overs
Excessively dense ads.
How does the blocking process work?
To combat the negative user experience some ads cause, Google has adopted a 3-step process:
A website is evaluated and given a rating (pass, warning, fail) in line with the Better Ads standards.
If there’s a warning or fail, the site owner will be told via Google notifications. They can then address the issues and submit their site for reevaluation.
If a website has a high number of violations that aren’t addressed within 30 days, it will be blocked.
How will users know the ad blocker is working?
On desktop: The ad blocker will be visible in Chrome’s address bar (similar to a pop-up blocker icon).
One mobile: A small prompt will appear at the bottom of the screen to indicate ads have been blocked.
For further information on this update, please see the full announcement here.
Google Ads
February 21,2018
Author: Nora
Nora Chan is the Internal Marketing Coordinator at Search Factory | iProspect with a slight addiction to Instagram and visual content. She is also the proud owner of an ever-growing plant collection.