Dave Locke

Director, Programmatic & Affiliate

Google Chrome Update: Ad Filtering Technology Released

In recent years, there have been a growing number of disruptive ad types that interfere with user experience and negatively impact the way in which consumers look at digital advertising. Google announced in June that it was partnering with the Coalition for Better Ads to filter all advertisements that fail to meet The Better Ads Standards. The new ad filtering technology, which was just released in February, will eliminate the most intrusive ad types and remove ads from websites that fail to limit ad density.

Ad formats detected and suppressed in Google Chrome update

The Better Ads Standards has identified 12 particularly annoying ad experiences throughout desktop and mobile, based on a comprehensive research study of over 25,000 consumers. Image Source: Coalition for Better Ads

From a user perspective, Google will automatically block ads on sites that fail to meet the Better Ads Standards. On Desktop, the user will receive a notification in Chrome’s address bar giving them the option to “allow ads on this site”. Android users will receive a similar notification at the bottom of their screen.

What It Means for Marketers
This change will have a positive impact for advertisers and the industry as a whole. There will be less wasted media spend on inventory that consumers dislike. Marketers will need to start evaluating browser performance, if they’re not already. They will need to determine the impact of these changes on campaign performance and adjust accordingly, as this change is on Google’s Chrome browser only.

As of the release, only 1% of publishers were in violation of the Better Ads Standards and among those websites, 42% were failing to resolve their issues. At Rise, we always maintain a high standard of website quality for our clients by diligently blocking websites due to brand safety, viewability, IVT, and poor user experience. If you have any questions on this update and our solution strategy, reach out to Rise.

03/02/2018 at 04:36

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