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How Google Chrome Filters Out Annoying Ads

Updated: Apr 6, 2018

Sick of annoying advertisements? Pop-up ads, auto-play videos, flashing animations and large sticky ads will soon be a thing of the past with Google Chrome's New Ad Filters.

In June, 2017, Google Chrome announced that it will remove ads from websites that do not follow the Better Ads Standards. While most advertisements are respectful of user experience, some intrusive ads have negatively affected the industry.

As a result, there was a 30% increase in the use of ad blockers in 2017 (from NY Times) and a huge loss of search marketing revenues for media companies like Google.

What are the Better Ads Standards?

The Better Ads Standards were developed from a consumer research by the Coalition for Better Ads. The coalition was formed by leading international trade associations and online media companies to improve consumer experience with digital advertising.

The extensive research was conducted with more than 25,000 Internet users and revealed that ad types like prestitial ads, pop-up ads, flashing animation ads and sticky ads were the most annoying and most likely to caused users to install ad blockers.

Although some ad violations were problems with the advertisements themselves, majority of violations were caused by website owners (e.g. blogs). Website owners or publishers have control over the type of advertisements displayed and the density of advertisements on each webpage. Some common violations include high ad density or prestitial ads with countdown.

How will Chrome protect users from these intrusive ads?

The Ad Experience Report

The Google Ad Experience Report allows websites to evaluate how well their ads comply with the Better Ads Standards. Each website will be evaluated and given a status, Passing, Warning or Failing.

Website owners will be given an opportunity to identify and address issues with their websites. And any violating ads (after 30 days) will be removed by the Chrome Ad Filter.

If you are a website owner or publisher, watch the video (below) to learn how you can evaluate your website advertisements.

Introduction to the Ad Experience Report. Video by Google Webmasters.

Why Chrome Ad Filter Works?

Google is the largest online advertising platform with 42% market share. And what this means is, Google is able to get website owners to comply with the Better Ads Standards if they want to continue earning ad revenues from Google AdSense.

Google also owns and controls its web browser, Chrome and is able to effectively police any violators. How effective is this strategy? As of February 2018, 42% of websites which failed the Better Ads Standards have since resolved their issues (from Google Chrome Blog).

The Future of Search Marketing

How will Google benefit? As an estimate, for every 1% decline in ad blocker usage, Google's US ad revenue will increase by $800 million per year.

With lower ad blocker usage, brands and marketers can reach their target audiences through search and display marketing. Finally, consumers have something to cheer about, say good bye to those annoying advertisements!

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