February 15th marks that Google will empower its ad blocker for Chrome.
Google has stated that the aim is not to get rid of all advertisements from Chrome, but to target the advertisements out there. The company will be using the criteria set out by the Coalition for Better Advertising to judge which ads will be blocked.
Of particular focus will be full page advertisements that block users from viewing page content (prestitial) and flashing animated ads. This were identified through surveys of over 40,000 North European and American internet users as the users.
Google wants to primarily discourage site owners while a number of those advertisements that violate the Better Ads standards are problematic because of aspects of the advertisements themselves. Sites will be assessed and will be informed if Google finds problems, such as prestitial ads or advertisement density with countdowns.
“Google’s adblocker is an example of the fallout from poor quality, irrelevant ads being served. Without relevance to the user, ads aren’t fit for purpose – that they annoy users, and that annoyance is ultimately connected to the advertiser,”Elliott Clayton, Senior Vice President of Media UK, Conversant. “Retargeting exacerbates this, as irrelevant ads often chase users around the net — a scenario that people understandably want to escape.
“Aiming to filter out the most intrusive ads to customers, Google is working with the Coalition for Better Ads to basically apply the Better Ad Standards list — a list of advertisements which seemingly highly relate to an increased adoption of ad blocking. It goes without mentioning that ad solutions – Google – do not offer the intrusive ad formats the coalitionrecommend against.
“But this concept will play out in fact, though, we have yet to see — in the end of the day, it’s one part of the online marketing industry trying to police the entire industry.”
Websites will be assessed and will be given a status of departure, warning or neglecting, dependent on the far better Ads criteria. Site owners will have the ability to get more detailed results, such as particular violations via a brand new Ad Experience Report from the search console.
Chrome will automatically block ads on websites which fail evaluation. Consumers will be shown a message telling them they can opt if they need to see them and that the advertisement was blocked. The business is denying the movement as a success. As of 12th February, Google states that their problems had been solved by 42% of sites which failed and passed on a subsequent evaluation.
“I really do feel this type of measure has the potential to be good news for consumers and advertisers alike — it will minimise the potential for less reputable companies to make money from serving inferior quality advertisements,” continued Clayton.
“It has the potential to increase user-trust in internet advertising; if we stop the public from seeing low quality, irrelevant ads, we’ll increase customer confidence in the advertising they do find. This is a variable we view at Conversant daily – the significance of them, to customers by personalising adverts and their cadence of shipping increases, thus increasing customer confidence, and also the yield on investment of electronic advertising to brands.
“But keep in mind, by seeing ads consumers are engaging in a value exchange. The internet is largely free because of advertising – users pay for their usage of the net. However, by eliminating those ads, ad blockers endanger this arrangement between user and publisher.”