Today, Google’s “Chrome will stop showing all ads on sites that repeatedly display these most disruptive ads after they’ve been flagged,” writes a Chrome VP on Tuesday. In other words, today’s the day that Chrome includes adblocking as a default option on the browser.
This development comes as Google declares mobile site speed will be a ranking factor in search — distinct from its previous declaration that mobile site optimization had to happen, which is already part of the algorithm. The second subhead below contains those details.
Chrome’s Default Adblocker
As for today’s news, Rahul Roy-Chowdhury says on Google’s blog The Keyword that “feedback has shown that 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. 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.”
Roy-Chowdhury acknowledges that some of affected sites will also house Google ads, which will impact the company’s revenue, but “your experience on the web is a higher priority than the money that these annoying ads may generate — even for us.” Still, Chrome’s adblocker will only be targeting disruptive ads, unlike other blanket-adblockers, he writes. So marketers acting in good faith won’t be affected.
His post redirects to the Chromium Blog, where Chris Bentzel, Engineering Manager, writes yesterday about “Under the Hood: How Chrome's Ad Filtering Works.” Bentzel says Google will remove ads from sites that don’t follow the Better Ads Standards.
Yesterday’s post continues:
The most intrusive ad experiences include prestitial ads (those full-page ads that block you from seeing the content on the page) and flashing animated ads.
High ad density can also be a problem, Bentzel says.
Violations are addressed in this way, the post says:
Sites are evaluated by examining a sample of pages from the site. Depending on how many violations of the Better Ads Standards are found, the site will be evaluated as having a status of Passing, Warning or Failing. The evaluation status of sites can be accessed via the Ad Experience Report API. Site owners can also see more detailed results, such as the specific violations of the Better Ads Standards that were found, via the Ad Experience Report in Google’s Search Console. From the report site, owners can also request that their site be re-reviewed after they have addressed the non-compliant ad experiences.
After 30 days, non-compliant sites will start noticing Chrome blocking their ads.
Anticipating Chrome’s default adblocker, Bentzel writes that as of Monday, “42 percent of sites which were failing the Better Ads Standards have resolved their issues and are now passing.”
3 Mobile Site Speed Improvement Tips
Instart Logic tells Target Marketing that there are three ways marketers can “stay on Google’s good side.” These are ways to quicken mobile site speed and aid search rankings.
Instart logic suggests marketers improve:
- Images: Implement image optimization strategies including automatic quality-based compression and delivery of optimized image formats to mobile devices
- Design: Ensure sites are built to be responsive so that they adjust their structure and resources to the limitations of mobile devices
Brand representatives may also want to visit Google’s PageSpeed Insights tool.
What do you think, marketers?
Please respond in the comments section below.
Related story: Google to Install Default Ad-blocker on Chrome