Google Chrome has finally announced a date for the rollout of its native advertising blocker. As part of the Coalition for Better Ads, a group of companies which focuses on improving digital ads for the end user, the company had promised a native ad blocker to be available in early 2018. Now, it’s given the official data – February 15, 2018.
The ad blocker will be available for all compatible operating systems.
In addition, the Coalition for Better Ads announced the Better Ads Experience Program earlier this week, which aims to certify web publishers who agree to not use ads deemed “most disruptive ads”. The programme also accredits browser and ad tech firms that assess publisher compliance with the standards.
As part of the roll-out, the progamme will keep a register of the certified companies. Should compliance issues arise, the companies will be notified and can then address any violations.
Among the ads which do not meet Better Ads Standards are “pop-up ads, prestitial ads, ads with density greater than 30%, flashing animated ads, auto-play video ads with sound, poststitial ads with countdown, full-screen scrollover ads, and large sticky ads.”
In line with the programme roll-out, Google announced:
“Starting on February 15, in line with the Coalition’s guidelines, Chrome will remove all ads from sites that have a “failing” status in the Ad Experience Report for more than 30 days. All of this information can be found in the Ad Experience Report Help Center, and our product forums are available to help address any questions or feedback.”
The Better Ads standards will launch for desktop and mobile platforms across Europe and North America initially.
The native ad blocker by Google has caused widespread industry fears among publishers. Meagan Lopez, Global Digital Business Director for The New York Times, told Digiday back in April when the ad blocker was first announced:
“A monopoly which is already not affected by ad blocking in general because of paid whitelisting having more power is scary. Owning every aspect of the advertising world from tech to search to exchanges to measurement to servers to ad blocking within the browser just means less control again for everyone else.”
However, it’s important to remember that Google generates most of its revenue from advertising. The company made the move to keep consumers happy whilst forcing publishers and advertisers to rethink the quality of their advertising content.