Google has announced that it will in the near future introduce a feature on its Chrome browser which will block ads that are annoying and mar a user’s web experience. Publishers will also have access to a tool which will score their site and identify the ads that do not comply with standards set by an industry group.
The online advertising giant will also give publishers the chance to force audiences using another ad-blocking software to either whitelist their site to ensure that non-annoying ads are displayed or fork out a fee in order to consume the content without any ads. Initially, funding choices will be available to publishers in the United States, Canada, New Zealand, Australia, Germany and the United Kingdom.
Most popular browser
With Chrome being the leading web browser in the world in terms of popularity both on mobile devices and desktop computers, the development will have a wide-ranging impact on the advertising ecosystem.
“We realized solutions like ad blockers punish everybody, including publishers who develop great content and are thoughtful about the ad experience they put on their site,” Google’s ads and commerce senior vice president, Sridhar Ramaswamy, said in an interview with Ad Age.
Coalition for Better Ads
The kind of ads that have been classified as annoying by the Coalition for Better Ads include video ads that autoplay with sound, ads that force users to wait before they can access content, flashing ads or ads that change colors. Members of the Coalition of Better Ads include Thomson Reuters, Association of National Advertisers, Interactive Advertising Bureau, The Washington Post, Facebook, GroupM, Unilever, Procter & Gamble and Google.
The standards were set after the Coalition carried out a survey in which 25,000 people in Europe and the United States participated. In the survey the participants were asked to rate different ad experiences numbering 104 on both mobile devices and desktop computers. The results were used to partly inform the ad filter that Google will be releasing for its Chrome browser.
According to the 2017 report on internet trends by Mary Meeker, ad blocking software on mobile devices has an adoption rate of 1% while on desktop computers the rate is 18%. The advertising industry is thus keen to ensure the adoption rate of the software does not rise on mobile devices especially in light of the fact that mobile advertising is increasingly taking up more and more online advertising