Google will leverage its market position and the popularity of its Chrome browser to take aim squarely at poor-quality ad experiences. When the initiative launches, Google will stop showing ads on Chrome that do not meet the quality standards adopted by the Coalition for Better Ads.
The ad standards, which were compiled after interviewing thousands of consumers about which ads negatively impact engagement, are being touted as an important step to usher in a new era of higher performing and more relevant engagement opportunities. The standards will largely focus on curbing disruptive formats, such as pop-up ads, autoplay video ads with sound, large sticky ads and full-page count-down interstitials.
Advertisers looking to deliver high-impact messages, and some publishers looking for additional revenue sources, may find some of these formats appealing, but research has shown that they are a big turnoff for many users. User aversion has led many to seek out and install ad blockers, which ultimately hurt all forms of ads, denying quality publishers the opportunity to monetize their content.
In late December, Google provided additional clarity on how it would be enforcing its bad-ad blocker, stating that: “Violations of the Standards are reported to sites via the Ad Experience Report, and site owners can submit their site for re-review once the violations have been fixed. Starting on February 15, in line with the Coalition’s guidelines, Chrome will remove all ads from sites that have a “failing” status in the Ad Experience Report for more than 30 days.”
Publishers that languish on Chrome’s “failing” list for more than 30 days will have every ad blocked, regardless of format.