Google Chrome will start blocking short intrusive ads from August onwards. They are planning to block those ads which are less than 8 minutes by default in the web browser. This will include those unskippable ads which go on for 30 to 31 seconds prior to the video, mid-video ads and the ads that take up more than half of content space.
To identify the unintrusive ads, Google is relying on ‘Coalition for better ads’ who sets the Ad standards. This group conducted surveys from 45,000 users and have set their new ad standards.
In case of YouTube, Google’s own video platform they said that “ Similar to the previous Better Ads Standards, we’ll update our product plans across our ad platforms, including YouTube, as a result of this standard, and leverage the research as a tool to help guide product development in the future.”
The director of the coalition for better ads, Neil Thurman said that “Broadening the environments covered by our Better Ads Standards will benefit consumers and provide additional guidance for businesses to respond to consumer preferences”.
These new changes will be applied on Google Chrome starting from August 5th this year. Google notified and advised the owners of all websites to review their status on the Ad Experience Report tool to check to test if their current status matches the new policies.