Google Chrome to block annoying video ads soon
Google revealed on Wednesday that the company's Chrome web browser will soon block certain types of video ads automatically going forward.
If you have been to video sites, you may have noticed that these sites use a variety of ads attached to videos. Ads may be displayed when you hit the play button or in the middle of videos. Some sites even overlay ads on the video frame.
A survey of 45,000 consumers by the Coalition of Better Ads identified three ad experiences in videos of 8 minutes or less that fall beneath the organization's Better Ads Standard. These are:
- Advertisement that is displayed in the middle of the video, called mid-roll ads.
- Advertisement that is displayed before the actual video that lasts longer than 31 seconds that cannot be skipped after the first 5 seconds.
- Advertisement that is displayed in the middle third of a playing video or is larger than 20% of the video content.
Starting on August 5, 2020, Google Chrome will expand the built-in content blocking functionality to take these new ad experiences into account. The browser will "stop showing all ads on sites in any country that repeatedly show these disruptive ads".
Google's own platform YouTube will "be reviewed for compliance with the standards" just like any other site on the Internet that has video content. YouTube introduced a new option to publishers in 2018 to make video ads unskippable.
Google started to integrate content blocking functionality in the Chrome browser in early 2018 to slow down the rising number of systems with installed ad-blockers. Since the company could not just integrate a full-blown ad-blocker in Chrome, as it would reduce Google's earnings significantly, it selected to try and reduce the number of "annoying" ad formats and types instead by using Chrome's and Google Searches might to enforce the changes on all sites on the Internet.
The main idea was to ban certain ad formats and types on the Internet, mobile and desktop, by blocking all ads on sites that still use these formats.
The new standards apply to videos of 8 minutes or less only and it does not include videos with multiple pre-roll advertisements provided that these ads are skippable after five seconds.
Less intrusive advertisement is always a good thing but the change is not going far enough in my opinion. Mid-video advertisement is as annoying in longer videos than it is in shorter videos as it breaks the immersion.
Now You: What is your take on the new standard and the enforcement of it?Advertisement