Google has implemented new ad blocking rules on its Chrome browser, in a move to improve what they think is an acceptable ‘ad experience’.
Chrome’s built-in ad blocker means that all advertising on websites that serve ‘annoying’ ads, such as autoplay videos with sound, full page pop-ups and some welcome ads will be blocked. This means Google won’t block all ads, just those that don’t conform with the Better Ads Guidelines.
Although this is a welcome improvement for users of the browser, it is understandable to see why online publishers are fretting about this move as they are the most affected by this change.
Many publishers use the Doubleclick for Publishers system (DFP) to display their advertising. As the system is owned by Google publishers are in a tight corner, as Google has the control to practically ‘dictate’ what ads can be run on their site.
If you run adverts that break the rules and cause a ‘Google ad violation’, this could result in Chrome blocking all advertising featured on the given site. This is potentially a huge penalty to any publisher.
Although the new ad blocking rules are currently only affecting USA and Canada, they are already affecting European publications who expect Europe to follow suit with Chrome’s built-in ad blocker.
Electronics Weekly, is already one key publication that is being affected by these new rules; they say they have no choice but to remove their use of ‘pop-ups’ that are no longer allowed by Google and ‘Welcome Ads’, which are now restricted in how they operate. The publication has alre+ady removed these types of ads from their advertising in USA and Canada, and will eventually remove ‘Pop-up’ and ‘Welcome’ ads from their standard inventory altogether.
Although it is clear to see why publishers are worried about this change, there has to be positives to improving the user experience. The big question is whether the new standard not only decreases the number of readers using ad blockers, but if it will improve the experience of website users to such a degree that the effectiveness of “better” adverts is improved.