A new ad-blocker from Google Chrome is described not as a blocker but as just a “filter.” The effort by Google is to stop the intrusive pop-ups, auto video ads and other large ads that obscure content.
“[By] filtering out disruptive ad experiences, we can help keep the entire ecosystem of the web healthy,” Rahul Roy-Chowdhury, Google VP, wrote in a blog post. The New York Times said that, “For the most part, the update has been embraced by the industry. After all, it seems like a win for publishers, quality advertisers and users alike.”
Yet Google is starting to make changes in its quality standards as well. Ad-fatigue (ads that run too long without changing content), duplicate content or “insufficient original content” is now not allowed.
Google is not only looking at the quality of the ad and how it is delivered, but also the destination of the ad to determine if there is an approved experience. Google’s goal is to make sure that consumers have a good experience when they click an ad, so the destination “must offer unique value to users and be functional, useful and easy to navigate.”
Ironically, in my research for this blog, I clicked on the New York Times story and received a full-screen pop-up. Evidently my Google Chrome has not been updated as of yet.
If the web is a road we all travel, Google is in control of the traffic lights. And to be successful we all need to better follow the rules of the road.