February 15, 2018 marked an important day in advertiser
history — this was the day Google began blocking intrusive ads by default in Chrome
(much to the chagrin of producers of said intrusive ads). Google announced
plans for this change in June 2017, and confirmed the rollout date along with
additional guidance in December. They based their interpretation of “intrusive”
using the Coalition for Better Ads standards, with examples including video ads
that play at full volume, popups with no exit buttons, or flashing display ads
(additional examples below).
“We’ve
already seen more and more people express their discontent with annoying ads by
installing ad blockers, but blocking all ads can hurt sites or advertisers who
aren’t doing anything disruptive,” says Rahul Roy-Chowdhury, vice president for
Chrome. “By focusing on filtering out disruptive ad experiences, we can help
keep the entire ecosystem of the web healthy, and give people a significantly
better user experience than they have today,”
This
switch comes as good news for advertisers who have been producing non-intrusive
ads all along, and bad news for advertisers who were not. From the user
perspective, the results will not be immediately game changing. And while it is
unlikely that users will now uninstall any ad blockers they were using in the
past, over time new users will likely depend more heavily on Google to filter
the worst of the ads, leaving room for well-produced ads to take the stage.
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