Today, there are many types of ads that disrupt the consumers’ online experience as they browse through the content. Online ads interrupt the content and slow down the browsing experience causing frustration to consumers. Hence, improving the user experience and reducing the intrusiveness of digital ads has become one of the most pivotal objective of the Digital Ad industry.
Google Inc. being a leader in Digital Ad tech industry has taken a major step forward. In a landmark move, Google has rolled out an update for Chrome to address this problem which includes an inbuilt ad-blocker. This will block four major type of intrusive ads like pop-ups, pop-unders, auto-playing video ads with sound, and large sticky ads, for the desktop web browser. Further, for the mobile web browser, it will block pop-ups, prestitial ads, ads with a density higher than 30%, flashing animated ads, poststitial ads with a countdown, full-screen scroll over ads and large sticky ads, and auto-playing video ads with sound.
This move comes after some of the leading international trade associations and online media companies formed the Coalition for Better Ads last year. The aim was to improve consumers’ experience with online advertising.
This move has been carefully designed by leveraging consumers’ feedback to create and implement new global standards for online advertising. These new standards focus on addressing the consumer expectations and providing them with a better ad experience. According to the new update, the websites will be examined and will be granted the status as passing, warning, or failing.
If the site is in violation of any standards, Google will provide a period of 30 days, within which the publishers will have to fix the problems. If not, Chrome will filter out ads on the site. Following this development, it is advised that publishers get the site reviewed by Google for its compliance with the BAS standards.
The industry’s response to this move is mixed. The industry has welcomed the move and has provided feedback and suggestions for geographies and ad formats which it feels should be included in future research. However, some of the industry experts are apprehensive about how the implementation will take place and can the websites flagged as intrusive appeal to Google and explain their situation? Questions like these are yet to be answered.
How will it affect Vertoz’s advertisers and publishers?
Advertisers and publishers associated with companies like Vertoz, can rest assured. Vertoz does not support intrusive ads and hence, its advertisers and publishers can easily pass the website examinations by Google.
Vertoz blocks out not only intrusive ads but also spam ads. Vertoz has integrated with brand safety partners(Ad Verification & Validation) like GeoEdge which help filter out spam and illegal ads and keep the ads safe. Vertoz also partners with Integral Ad Science (IAS) making it a brand safe platform. We also have a stringent publisher approval process which helps maintain the ad standards.
As for the advertisers and publishers who have come under the scanner, check out Vertoz’s innovative and non-intrusive ad formats. Vertoz offers an array of diverse, innovative and non-intrusive ad formats. You can leverage Vertoz’s variety of innovative ad formats to suit your campaign needs, all the while creating a smooth amalgamation of ads and content to create and non-intrusive ad experience for your potential online customers.
This move by Google will now create a balance between the consumers’ online browsing experiencing and the brands’ requirement to reach out to the audience online. It will enable the users to have a non-intrusive ad experience online and also help brands to accomplish their advertising objectives.