Google's anti-malware blocking plan has specific outlines: Chrome will block ads that do not meet Better Ads Standards starting from February 15. The filter will also hit ads from Google.
Google begins blocking ads on 2018 February 15. Chrome on both mobile and desktop platforms will not show ads on some sites. It is based on the poison ratings of individual ad types published by the Coalition for Better Advertising, of which Google is also a member.
Already in June 2017, Google announced that it is looking radically to address the worse situation on the internet advertising market. Aggressive ads make life difficult for users, and the result is an increasing number of those who block ads completely. That's why Google chose to filter an embarrassing ad in your Chrome browser that does not meet the "Better Ads Standards" standard.
The number of devices with blocked ads increased by 30% to the current 615 million. However, Google's survey also shows that 77% of blockers are willing to view reasonable ad formats and one of the main reasons for blocking is harassment and security.
Publishers are aware of this serious problem, they have founded the Coalition for Better Ads, whose members are Google, Procter & Gamble, Facebook, Thomson Reuters, The Washington Post, Interactive Advertising Bureau, Association of National Advertisers. The organization has conducted an extensive survey of 25,000 users across Europe and the US to evaluate individual types of ads and their poisoning on both the mobile and the desktop. The result is a kind of non-forbidding standard to control Google.
Google does not talk about its solution as a blocker but as a filter to keep publishers revenue while making life easier for users. He has been testing his solution since August 2017 Mobile Chrome, where users had to install the developer version (Canary) and manually enable the filter. However, as of 2018 February 15, the filter should be active for all users.
Google has now released information on what to block. The desktop will be pop-up ads, automatically playing videos with audio, prestitial ads, countdown ads, and large statically-stacked formats.
On mobile phones, Chrome will also block flashing and animated ads, full-screen ad formats, ads that occupy over 30% of the screen area, and large static ads. Interestingly, the browser will block all ads from sites that will have "failed" in the Ad Experience Report for more than 30 days. Google has prepared this tool for publishers who will have the opportunity to verify how their sites are. There is also information about what ad formats are a suitable alternative.
One failure should not harm the publisher, only a repeated attempt to display malicious ads will be punished. In order for the sites to have a chance to prepare for the new situation, the default thresholds will first be set more moderately, then tightened. Specifically, it is determined that the first two months will apply that a bad rating will get a site displaying more than 7.5% of the pages loaded with annoying advertising. Then the limit will be reduced to another four months to 5% and finally to 2.5%.
The site will first be warned using the Google tool mentioned above, and if it does not fix it, the ads will be blocked. But even then nothing is lost if the publisher fixes the condition, can ask for a review of the situation in the tool, and if everything goes right, the ads will start appearing again on the web.
It should be added that Google rescues mainly its own business, which stands on displaying ads. As the situation gets worse, the number of people who radically resolve the problem by installing a blocker is rising. Google hopes that at least some users will discourage this from deploying a significantly stricter ad blocking that affects both Google and publishers who are profiting from their servers and services through their ad networks.
Hopefully, publishers and advertisers will have to think more about the ad formats that appear on the web. Google has a great chance to crack the environment and not allow the creation of more aggressive formats and their violent groping for users. Many ad blockers claim that if they do not overfire, they are willing to get rid of the blockade. We'll see.
Interestingly, the date of 2018 February 15 does not match any specific Chrome version. Version 64 should be released in January 2018, and the next version should be available in March. So filter activation is probably not bound to release a new browser version.
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