Any discussion about blogging won’t be complete without the mention of Google ads. This is not only the leading source of revenue for many bloggers out there, but also for Google as well.
With this in mind, it was perhaps surprising when the search giant announced that it will stop showing those ads that use unapproved formats beginning early 2018. As it is, the plan hasn’t gone anywhere. According to a report by VentureBeat, the company will be ready to turn on the native ad blocker in Google Chrome as from February 15, 2018. While this might sound like Google killing is biggest source of revenue, it’s probably for the good.
This year, Google joined what is known as the Coalition for Better Ads. As the name suggests, this is a group that promotes the publishing of quality standards for ads displayed on the web. One of the measures of the group is to ban all flashing ads and full-page ad interstitials. These are those annoying ads that unexpectedly play sound. The company has also announced a new Better Ads Experience Program aimed at providing companies with guidelines for improving user experience with online ads.
So far, many Google Chrome users are already using third-party ad blockers to take care of this issue. However, with the native ad-blocker, Google hopes to kill these apps, which usually block all ads and thus dent a huge blow into Google’s ad revenue. As noted, it’s not just Google’s revenue that is affected by these third-party ad blockers, but publishers are also affected, with their bottom lines and sustainability of the online ecosystem significantly threatened.
To show how strict this program will be, Google Chrome will not single out specific ads on a web page that do not meet the minimum requirements. Instead, the native ad blocker will kill all ads on the website even if it’s only one ad that is violating the guidelines. If anything, what Google is doing is to use Chrome to completely eliminate the many joyriders that reap massive revenue off low-quality ads on websites. On the brighter side, the search giant will also have a strategy in place for those whose websites are affected so that they can correct any discovered violations.
Here’s what the company has to say regarding this:
Violations of the Standards are reported to sites via the Ad Experience Report, and site owners can submit their site for re-review once the violations have been fixed. Starting on February 15, in line with the Coalition’s guidelines, Chrome will remove all ads from sites that have a “failing” status in the Ad Experience Report for more than 30 days. All of this information can be found in the Ad Experience Report Help Center, and our product forums are available to help address any questions or feedback.
Google Chrome 64 is expected to be made official on January 23 and the version after will be unveiled on March 6. As you can see, none of these dates coincides with the expected release of the Google Chrome ad blocker. With this in mind, it’s possible that the ad blocker will come as a server-side update and not as part of a major update to Chrome.