Thursday, 15th February 2018, marked the beginning of a new chapter for online banner adverts. Google’s browser Chrome has started blocking any online banner adverts which, in a nut shell, provide a negative experience for users.
Adverts that create a negative user experience are those that are intrusive to the user. In cases where extreme pop-up adverts are employed, Google will start to block all adverts from any publisher found to be using this method of advertising.
What causes blocking?
Google confirmed their default ad blocker in June 2017, after teaming up with Better Ads to tackle the problem of bad ad experiences. Google isn’t standing alone as Facebook, The Interactive Advertising Bureau (IAB) and GroupM are some of the other brands who have come together to try and resolve this issue.
There are similar standards for desktop and mobile adverts, so each receives the same punishment if found to be ‘annoying’ to the user. Adverts that will be removed from Chrome include video ads auto-playing with sound, large sticky ads that can’t be removed and pop-up ads.
How does Google know?
Google’s crawl bots will test a few pages from a website to monitor the advert activity and rate the site Passing, Warning or Failing based on a percentage of page views in the Advert Experience report. If a site fails, Google will notify them and allow 30 days for the adverts to be changed. If no changes are made, all the adverts on their website will be blocked. If your website does fail the tests and you make the relevant changes to comply with these standards, you can request that it be reviewed again.
What happens when a site fails?
If one ad-related network request has been blocked, visitors to the website will be notified and will have the option to “allow ads on this site.”
Some adverts can still be shown
Adverts at the beginning of YouTube or Facebook videos can still be shown, along with ‘Anchor Ads’ that appear on websites (the ones that generally stay at the top, bottom or sides of the screen, but aren’t taking up a load of room). This is so Chrome doesn’t hurt websites that host banner adverts, or advertisers who aren’t doing anything disruptive.
How are you complying?
If you aren’t sure whether your banner adverts are complying with these changes from Google, we are on hand to assess them and make sure that they meet the guidelines. If you you would like to discuss this further, call us on 0333 121 2013 or email us at email@example.com.