Published: Sat, February 17, 2018
Tech | By Dwayne Harmon

Google's Better Ads Standards Policy: What You Need to Know

Google's Better Ads Standards Policy: What You Need to Know

Starting tomorrow, February 15, Google's web browser Chrome will start automatically blocking overly intrusive ads, which might mark a huge (positive) change in how we view the web.

Google is finally introducing a built-in ad blocker for Chrome, saving millions of users from seeing annoying ads.

Google has repeatedly pointed out that the patterns are based on a public EasyList filter rules that include its own AdSense and DoubleClick ad platforms. Google announced plans to bring ad blocking to Chrome in June of past year, but until now, it hasn't been clear just what it'll look like or how it'll work.

Other examples of soon-to-be-blocked ads include ads that fill your screen as you scroll over them on a phone, flashing animated ads, and mobile ads that take up more than 30 percent of your screen.

Although numerous most intrusive ads are problematic because of how they're designed, Bentzel says most of the low-quality experiences that users report can be chalked up to how site owners choose to display ads. As Google has stated many times before, its ad blocker is only meant to make the web more friendly against website owners who launch an avalanche of ads at their users for the sake of making a profit.

However, if not addressed within 30 days of notification, Chrome's ad blocker comes into play. Chrome for Android users, meanwhile, get a message in a small info bar at the bottom of the screen. "They will still want to block YouTube video ads, Facebook ads and most other ad formats", said Ben Williams, head of operations and communications for Adblock Plus, in a statement. Most of the blocking will apply to pop-up and auto-play ads, while Google generates most of its revenue from text search ads and rectangular display ads. This is a big step for Chrome users, as it will block some of the more annoying advertisements you're likely to encounter as you make your way through this wonderful internet of ours.

Google says that websites will be evaluated by examining a sample of pages from the site.

Although, Google's upcoming move is in-part the result of cross-industry cooperation - buy-side trade bodies such as the Association of National Advertisers (ANA) plus American Association of Advertising Agencies (4A's) have participated, - but there is still a need for education from this end of the business.

While the Internet Advertising Bureau maintains that "ad blocking is wrong" and offers tone-deaf advice like urging a data diet to improve page load speed rather than advocating for abstinence from privacy-invasion altogether, Google has grasped the depth and breadth of the resentment created by the ad industry's unrepentant bad behavior.

Google is revealing today exactly what ads will be blocked, and how the company notifies site owners before a block is put in place.

Google says that just under half (42 percent) of the sites it judged as failing Better Ads Standards prior to the full rollout chose to address the issues and are now in the clear. If there's a match, Google will block the request, preventing the ad from loading. Deloitte predicts that at least a third of all computers in North America will have ad blockers installed this year.

Google is enabling the ad blocker on february 15.

Google Chrome will remove ads from websites that do not adhere to the "Better Ads Standards" developed by the Coalition for Better Ads for desktop and mobile web. Ultimately, companies following these online ad guidelines may improve ad performance.

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