Google has announced that their Chrome browser for desktop and smartphones will be updated with an ad blocker early next year in order to make the user experience better while surfing the web.
But wait! The ad blocker for Chrome will not block all ads but only the ones that have been determined as annoying by a survey conducted by the ‘Coalition for Better Ads’.
Google is taking this step because annoying ads — like the ones with countdowns which cover the entire page — are the main reason people install ad blockers.
Installing ad blockers affects a site owner’s major revenue stream — advertisements — and to counter this Google is taking out the annoying ads out.
Towards this end, Google has also released a Better Ads Standards guide for online publishers in order to check ads on their site against the ones listed out in the report and take appropriate steps in order to avoid getting blocked by Chrome’s ad blocker.
“It’s far too common that people encounter annoying, intrusive ads on the web. These frustrating experiences can lead some people to block all ads — taking a big toll on content creators, journalists, web developers and videographers who depend on ads to fund their content stream,” the company stated.
So What Ads Will Chrome Block?
Google Chrome will block only the ads that have been identified as annoying by the recent survey — particularly the ads that interrupt, distract and clutter.
For mobile phones, pop-up and prestitial ads with a countdown, and postitial ads without countdowns, have been identified to be the most annoying ads that irritate users as these make it hard to focus on content on the small screen.
For desktops, large sticky ads on the bottom and pop-ups with or without countdown have been identified to be the most annoying ads that are found to be an obstacle in the user experience online.
According to the survey report, 50% of the users say they will never revisit or recommend a page that serves pop-up ads.
“We plan to have Chrome stop showing ads (including those owned or served by Google) on websites that are not compliant with the Better Ads Standards starting early 2018,” the company stated.
How Will the Publishers Earn Now?
In order to ‘maintain a sustainable web for everyone’, Google will assist the publishers with Good ads running on their website with the Funding Choices programme.
The Funding Choices programme enables publishers to show a message to visitors using ad blocker asking them either to deactivate the ad blocker or pay for removing all ads on the site via the new Google Contributor.
The programme is currently available to publishers in North America, UK, Germany, Australia and New Zealand and will be rolled out to other countries by this year’s end.