Chrome Ad Blocker Is Here: Is The End Of An Era?

Feb 16, 2020

1 min read

It’s official: Google Chrome no longer displays some of most intrusive types of ads.

On Thursday, Google Chrome enabled a built-in feature that will block ads on websites that engage in an extremely annoying behaviour, such as automatically playing sound, or displaying ads that can’t be dismissed until a certain amount of time has passed.

Google is basically blacklisting sites that violate specific guidelines and then trying to filter all ads that appear on those sites, not just the particularly annoying ones.

“A big source of frustration is annoying ads: video ads that play at full blast or giant pop-ups where you can’t seem to find the exit icon,” says Rahul Roy-Chowdhury, vice president for Chrome. “These ads are designed to be disruptive and often stand in the way of people using their browsers for their intended purpose — connecting them to content and information. It’s clear that annoying ads degrade what we all love about the web.”

From a consumer’s point of view, this is GREAT news.

But what does it mean to marketers?

It simply means you need stay compliant with Google’s ad blocking rules.

Marketers must ensure that their ad format is not on the list of “the most intrusive ads), which are anything that pops up, makes noise, blocks the screen or won’t go away.

But it also includes sites with an advert density of over 30%.

Otherwise, your advert will end up not being seen, and a lot of advertising money simply WASTED. Plus, bad advertising practices have a negative impact on your brand!

The other good thing about the update is that Google will you notify you if your advert is in violation of their guidelines before blocking the ad.


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