Music blogger, SEO and digital advertising dork, and above all - corgi aficionado
Google Chrome Now Blocking Intrusive Ads
You may have heard about this in passing over the last few weeks, but Google Chrome has officially begun blocking online advertisements that do not follow the Better Ad Standards. Google Chrome currently is the most popular browser as almost 60% of users choose it as their primary browser. In short, this means the new filtering process will have consequences. What does this mean for advertisers? Publics? The internet as a whole?! We are here to help break it down for you.
How New Chrome Ad Blocking Will Effect Advertisers
The Coalition for Better Ad Standards conducted research with over 40,000 participants in both North America as well as Europe. The goal was to determine which ad types were so intrusive they affected the public’s web browsing experience. The information they came back with was more or less expected but will have immediate and long-term consequences for online advertisers.
As you can see above the study found 12 ad types across mobile and desktop views that were rated as particularly annoying. Today, Chrome will start to block these ad types. This will cause a drastic drop in ad revenue for many sites. Also in some cases, it will block a site’s own popup ads such as requests to follow social media accounts or signing up for an email list subscription.
How New Chrome Ad Blocking WIll Effect The Public
While advertisers and those running monetized sites are understandably worried about this big change in procedure, the general public will be rejoicing. These new measures will undoubtedly increase ease of navigation on many sites. Changes will be most notable on mobile as prestitial ads, which block site content until a user exits them or waits out a countdown, will be eliminated as a whole.
An interesting and noteworthy exclusion from the new ad blocking regulations are force redirect ads. These ads force users to a different site, usually where they are spammed with offers such as ‘winning’ gift cards. In most cases, users are unable to navigate back to the desired site. Why has Chrome decided not to block these ad formats? Most likely because Chrome is simply not able to stop a force redirect ad, as it is coded into the site differently than traditional pop-ups.
While many people will most likely not even realize these new policies have gone into effect. Advertisers and sites most certainly will. To learn more about the new ad blocking criteria check out the official blog from Google and the short video below.