In February, Google will be launching a built-in ad filter tool for the Chrome browser, prompting advertisers and marketers to change their ad standards if they want to get in front of consumers.
Google announced back in June that it would be supporting the Coalition for Better Ads and their set of Better Ad Standards, indicating which types of ads ranked the lowest across a range of user experience factors and fall below consumer acceptability. Marketers can adopt practices reflecting those standards and create a more enjoyable ad experience for consumers.
According to those guidelines, sites containing ads considered to have a high level of disruption during the user experience will have those ads removed by the browser after 30 days by default. This means that, if your ads don’t comply with Google’s standards for a non-disruptive ad, your pitch will not be seen by the portion of your target market that uses Chrome. That could make for a lot of missed opportunities since Chrome accounts for 55% of the global browser market share with its closest competitor, Apple’s Safari, at 15%.
There are 4 types of web ads for desktop and 8 for mobile that are deemed to be the most disruptive.
Google has provided advertisers with tools and information to help determine if an ad is considered disruptive and will be blocked by Chrome. They haven’t specified if certain types of ads outlined by the Better Ad Standards will be blocked, but they suggest that advertisers follow the standards. Google directs advertisers to their Ad Experience Report, which will be used to determine whether your site’s ads will be blocked. Here you can have both your desktop and mobile sites tested to see which ads Google would suggest you remove. Sites that maintain a failing status for more than 30 days in the Ad Experience Report will have their ads removed by the browser.
Abiding by the Better Ad Standards and preparing for Chrome’s new ad filter will be beneficial for you in the long run. In 2016, the adoption of ad filters grew by 30%, which means there will likely be even more growth in the years to come. However, with Chrome weeding out the lowest-quality ads, users will feel less compelled to install universal ad-blockers, resulting in increased ad impressions and improving the overall value of your online advertising.
Sources: Business Insider, AdAge, Coalition for Better Ads