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Google Chrome Ad Blocking Expansion: Just the Facts

January 28, 2019 Jonathan Katz

The ad blocker on Google Chrome’s browser, which has been available in North America and Europe for just about a year, will be available worldwide later this year. Ads that don’t follow the Better Ads Standards are most likely to suffer from Chrome’s ad blocker.

Which Ads Will Google Chrome’s Ad Blocker Target Worldwide?

The Coalition for Better Ads, which leverages consumer insights and cross-industry expertise to develop and implement new global standards that address consumer expectations, conducted research from nearly 70,000 consumers and used that data to identify ads that rank lowest for user experience and ads that most often encourage consumers to implement ad blockers.

Ads that are blocked by Chrome are considered to be “beneath the threshold of consumer acceptability” and include the four desktop and eight mobile ad types featured below.

google chrome ad block target ads

Why Will Google Chrome’s Ad Blocker Target Ads?

Google notes that ad space sold on their own platform may be filtered out and hopes adopting this filtering process will discourage the use of ad blockers by consumers.

When Will Google Chrome’s Ad Blocker Expand Worldwide?

As of July 9, 2019, Chrome’s ad blocker will expand to filter out ads that don’t adhere to the Better Ads Standards worldwide.

How Will Advertisers and Publishers Be Affected by Google Chrome’s Ad Blocker?

Advertisers will need to create ads that follow the Better Ads Standards or their creative may be blocked worldwide. Likewise, publishers could lose ad revenue or possibly be banned if the ads they display are blocked because they violate the Better Ads Standards.

Publishers with sites verified on Google Search Console will be able to view both desktop and mobile ad violation notifications in the Ad Experience Report. The report provides information regarding whether the site is passing, warning or failing by pointing out site design issues or creative issues.

Marketing Land reports that the Ad Experience Reports may require publishers to do some scrolling and searching to find the real cause of the issue.

With the adoption of a global ad filtering system, Google Chrome hopes to curate a better user experience for every consumer on every edge of the internet.


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About the Author

Jonathan Katz

Jonathan Katz is the Chief Media and Product Officer at Digital Media Solutions (DMS), the fastest-growing independent digital performance marketing company. DMS helps its clients accelerate growth by deploying diversified and data-driven customer acquisition solutions that deliver scalable, sustainable and measurable marketing results. DMS performance marketing solutions connect the right consumers with the right offers at the right time to achieve the marketing objectives of our clients. DMS is continually innovating to provide new and emerging media and technology solutions that minimize waste and maximize results across the most competitive industries. Since its inception, DMS has demonstrated incredible year-over-year growth which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016, 2017 and 2018. An experienced serial entrepreneur in mobile and digital marketing, Jonathan’s expertise consists of an extremely proven track record in search, social and programmatic media. With his 20+ year career scaling start-ups and brands across health insurance, government services, automotive, careers, education, consumer finance and politics, Jonathan is now charting a new path via artificial intelligence marketing in performance media that will revolutionize the industry. Jonathan studied computer science at Florida State University and lives in Clearwater Beach, FL.

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