- March 5, 2018
- Posted by: Hanna Kassis
- Category: Ad Tech, Industry News
Last month, Google pushed an update to it’s Chrome browser that automatically blocks ad that are said to harm user experience. Ads that harm user experience are ads such as pop-ups, sound-on autoplay videos, and ads that stick to the viewable window regardless of scrolling. The standards used for blocking ads by Chrome have been agreed upon and set forth by the Coalition for Better Ads (CBA), whose board is made up of giants Facebook and Google, along with the IAB and other major advertisers. Many publishers feared this would result in loss revenue, but that doesn’t appear to be the case yet. Read on to see if your revenue is at risk and what you can do about Google Chrome’s ad block.
Google Chrome’s Ad Block Is Targeting Annoying Ads
The CBA is targeting 6 types of “annoying” ads that harm user experience, and variations of those ad types. These ads harm user experience because they cover content or trigger sounds via video without opting to view the video. These are the ads Google Chrome’s ad block is targeting:
- Pop-up ads
- Autoplay videos with sound
- Prestitial ads with and without countdown clocks
- Large sticky ads that lock when users scroll
- Full-screen scroll-overs
- Flashing animated ads
Ad density higher than 30% on mobile is also prohibited.
We’ve seen many clients with at least one of these types of ads within their header bidding or waterfall stack. Although we frequently see it, fortunately for most top-tier publishers these types of ads do not account for a significant amount of revenue. That said however, it is important that you understand how to comply with the CBA guidelines so as not to get banned.
The CBA Guidelines: Google Playing Nice
If a publisher is in violation, Google will get them a 30-day notice of violations, and a chance to rectify them before Chrome starts blocking their ads – and it will take multiple violations. The threshold for blocking is if 7.5% of page views have existing infringing ads for the first two months after Feb. 15th, and 5% for the following four months and 2.5% after that. For persistently bad sites, Google will block ads at the ad network level using EasyList, the same open source software used by AdBlock Plus.
These are the rules set forth by the CBA and Google has promised to strictly adhere to them. According to Google, as of the date of implementation, only 1% of publishers were not compliant based on audit of more than 100,000 sites. Google also noted that 42% of sites that were in violation fixed their issues by Feb. 12.
Google has made it clear that if a publisher does not comply, ALL ads will be blocked on that publishers site — including the plain vanilla display ads we’re so desensitized to seeing. That could significantly impair a publishers revenue stream given that Chrome has 62% of all mobile traffic and 59% of all desktop traffic. Fear not, as Google has also made it very clear that they will fair warning.
If you’d like to test your site for any infractions, try Google’s Ad Experience Report.