The chosen browser of 56% of online users is rolling out new ad-filtering measures after users identified “annoying ads” as one of their biggest frustrations. The initial Google Chrome headlines may have scared blog-owning influencers web-wide, but influencers can relax. The good news is that the new Chrome standards are easy to meet, better for the web, and good news for us!
How it Works
Google Chrome’s process for eliminating “annoying ads” can be broken down into four simple steps: (1) Google samples sites for Better Ads Standards compliance, (2) Google contacts the sites that have “annoying ads”, (3) Google gives those sites 30 days to reach compliance, then (4) Google blocks all ads from sites that don’t get rid of their “annoying ad”s after 30 days. The process is simple and transparent for site owners. For one, you don’t have to guess how Google Chrome identifies an “annoying ad,” and two, the process promises site owners will be contacted if their site fails to meet the new standards.
Good News for Influencers
Google’s new ad standards are less a question of what content is suitable for the internet, and more a question of what ad formats are suitable for Google Chrome. If you’re running static Google Ads along the right-hand rail of your blog, then this isn’t about you. If you run banner ads intermittently between your photos, then this will still not affect you. This new set of standards is only relevant to you if your site hosts pop-ups as you scroll, automatically plays videos, runs ads covering the entire screen, or some other format shown here. Most violations can be identified by asking yourself: “Does this disrupt my reader’s experience?”
Fortunately for Social Fabric®, our influencers’ stories are the reader’s experience. With more than a dozen “annoying ad” formats falling to the wayside, brands will lose online real estate for advertising, resulting in rising costs for online media placement and higher demand for filter-proof promotions. Enter the Social Fabric® influencer, blending their unique voice and engaging content with a brand’s newest product. Even if Google Chrome’s ad standards eventually become more stringent, influencer content will endure as a way for advertisers to reach their audience and influencers to pay the bills. In the end, influencers are unblockable.
What happens if I host “annoying ads”?
Fortunately, Google wants to be transparent. Vice President of Google Chrome, Rahul Roy-Chowdhury, authored a press release explaining their rationale behind reevaluating ad formats. Essentially, Chrome is taking steps to block the most obnoxious ad formats now, so users won’t block all of your ads later. The press release also provides other helpful resources that illuminate not only Chrome’s criteria for judging ads but also how users can evaluate their sites, and modify them to reach compliance. For sake of ease, we’ve compiled our favorite resources for understanding the Chrome changes below.
These changes will ultimately make for a better web experience. All Chrome users should experience faster loading times, less accidental click-outs, and a generally cleaner page. Plus, readers will be less likely to leave an influencer’s site because of some silly ad. Google’s process may seem a little messy now, but the web and our websites will be better for it.
Our Favorite Resources
Vice President of Google Chrome, Rahul Roy-Chowdhury’s Google press release.
The Chromium Blog post, explaining how Chrome’s ad-filtering works.
Google’s Ad Experience Report video, explaining how to test and modify for compliance.
The Better Ads Standards released by the Coalition for Better Ads.
Google Chrome’s help forum for the Ad Experience Report.