Google has finally found a way to reduce the instance of annoying advertisement experiences while browsing online. Additionally, the company has announced the 2018 release of a new version of Chrome that will block any ads that are considered bothersome or intrusive.
The plan includes helping website publishers provide better quality advertisements by reviewing these sites and informing owners of what is not compliant with initial Better Ads Standards. After reviewing the quality, Google will notify webmasters that they have 30 days to correct their ads. There are two ways Google can handle non-compliant websites: send a email issuing a warning statement that says they are not supplying a positive ad experience or a statement that the publisher has failed the standards regarding annoying advertisements and the website is at risk of having their ads removed by Google Chrome.
Google joined the Coalition for Better Ads to help deem what advertising efforts are acceptable. Google explains:
Replacing annoying ads with more acceptable ones will help ensure all content creators, big and small, can continue to sustain their work with online advertising. This is why we support the Coalition’s efforts to develop marketplace guidelines for supporting the Better Ads Standards and will continue working with them on the standards as they evolve.
The new ad block that will be installed in Chrome mainly targets advertising that causes interference accessing website content, such as…
- pop-up ads;
- auto playing video ads that have enabled sound;
- full screen ads with a count down timer;
- and flashing/animated mobile ads.
Currently, 50 percent of research respondents concluded that they would not go back to websites with these type of advertisements.
Unfortunately, the removal of a website’s ads are particularly harmful if they are heavily relied upon to bring in revenue. Smaller sites, that do not have quality control managers, are the prime candidates of intrusive ads.
Advertising experiences from sites like these drive users to purchase ad blockers that not only cost money for the user but prevents publishers from gaining any money. This issue was recognized by Scott Spencer, director of Google’s product management, who concluded: “Ad blocking is a threat to that ecosystem. It harms good publishers. Google doesn’t exist without the open web. So in this case, we have aligned incentives.”
Cleaning up websites with annoying advertisements so they are acceptable, according to the Coalition for Better Ads, will benefit both the user, who will no longer have to see irritating ads, and the website publisher, who will receive a continuous flow of money. Although, if websites follow the company’s advice, there is a good chance the number of pop-up ads will be reduced, and there will be an increase in subtle in – line advertisements in the future.
A similar measure was enforced in November 2016, preventing site users from encountering harmful content and imposing a heavy punishment to websites that contained malware and bypassed the Safe Browsing Initiative.
Written by Brielle R. Buford
Edited by Jeanette Smith
engadget: Google is about to tell websites they serve annoying ads
Neowin: Google to crack down on websites that serve annoying ads
CONSUMERIST: Google Warns 1,000 Annoying Advertisers That They’ll Be Blocked On Chrome If They Don’t Shape Up
Coalition for Better Ads: Initial Better Ads Standards: Least preferred ad experiences for desktop web and mobile web
E&T: Google warns major online publishers to remove annoying ads
Featured and Top Image Courtesy of Hillary’s Flickr Page – Creative Commons License