Back in June 2017, Google published that they were working on a built-in ad blocker for Chrome. In partnership with Google, the Coalition for Better Ads defined what “intrusive advertising” looks like to consumers and will be enforcing the new standards effective TODAY, February 15. By enforcing the new standards, Google will be able to prevent the outright blocking of all ads. Eight different types of mobile ads feel beneath the new standard and are as follows:
- Pop-up ads – initiated by some user action, such as a mouse click or a mouse-over , a window containing an offer for some product or service appears in the foreground of the visual interface
- Prestitial ads – appear on a mobile page before content has loaded, blocking the user from continuing on to the content they have sought out
- Ad density over 30% – when a page takes up more than 30% of the vertical height of the main content portion of the page, resulting in a disruptive ad experience
- Flashing animated ads – rapidly changing background and colors are highly aggravating for consumers, and serve to create a severe distraction
- Videos set to auto play – must be activated if video has audio included in its content
- Poststitial countdown ads – appear after the user follows a link and forces the user to wait a number of seconds before they can dismiss the ad, or for the ad to close or redirect them to another page
- Full screen scroll-over ads – force a user to scroll through an ad that appears on top of content
- Large sticky ads – stick to the edge of a page, regardless of a user’s efforts to scroll
Google published a blog post yesterday detailing how the newly utilized, which goes into detail about how the blocker works. In summary, websites will be evaluated using a random sample of their pages, and depending on how many violations are found, the site will be given one of three ratings – Passing, Warning, or Failing.
This is huge news!!
Let’s think about this… As of 2017, Wikipedia reported that Google was responsible for more online ads than any other company in the world and Chrome alone holds approximately 60% of the desktop browser market share (so far!).
Travis Day of ARRC Technology explained that as Chrome polices the web for those 8 types of ads, they will be helping users verify the security of webpages being visited. If sites are not secured, users will experience a timeout in the site loading and instead, be confronted with a warning advising the danger of proceeding. “HTTP is dead. Anytime someone uses an HTTP connection, the traffic isn’t encrypted. Without an MSP constantly monitoring when users log into an HTTP page, there’s a guarantee that their password will become compromised, stolen in ‘plaintext’”