They note that advertisers are not the enemy and they would prefer if Chrome didn’t need to block ads at all. Their goal is to ultimately improve user experience and punish sites that restrict that from happening. Google will use the Chrome browser to cut off ad revenue from websites who serve ads that are out of line with the Better Ad Standard. They came up with four types of desktop ads, out of six reviewed, and eight types of mobile ads, out of 12 reviewed, that were deemed unacceptable. The research identified the ad experiences that were most likely to fall beneath the threshold of consumer acceptability and, therefore, cause users to adopt ad blockers. The Coalition, using research collected from over 60,000 consumers, developed the Better Ads Standard for desktop and mobile web. If violations have been identified, Publishers can request a review of their site after you’ve fixed the issues. Chrome will remove all ads from sites that have a “failing” status in the Ad Experience Report for more than 30 days. The browser’s ad blocker works when a user lands on a website, the browser’s filter will check if that page belongs to a site that fails the Better Ads Standard. In February, Google Chrome started blocking ads (including their own) that were non-compliant according to these guidelines defined by the coalition. Google Announced that starting on July 9th, 2019, Chrome’s ad blocker will be rolled out worldwide. The Coalition for Better Ads vows to improve consumers’ experience with online advertising through a set of guidelines that ads must follow to pass through ad blockers and be shown to the desired user.īecause the Coalition for Better Ads announced that it is expanding its Better Ads Standards beyond North America and Europe to go global, Google will be following in their footsteps. Last year, Google joined the Coalition for Better Ads, a group dedicated to creating global standards for online advertising that address consumer expectations and improve user experience. Too often consumers are disrupted by slow browsing, inconvenient pop-ups, and frustrating distractions that restricts the user from enjoying the content they came to see.
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