The European Commissioner for Competition, Margrethe Vestager, has previously said the EU would follow Google’s moves around adblocking and their impact “closely”. On mobile “pop-up ads, prestitial ads, ads with density greater than 30%, flashing animated ads, autoplay video ads with sound, poststitial ads with countdown, full-screen scroll-over ads, and large sticky ads” are outlawed.
On desktop they ban “pop-up ads, autoplaying video ads with sound, prestitial ads with countdown timers and large sticky ads”. The standards were drawn up after “comprehensive research” involving more than 25,000 participants. From early 2018 it will block any that fall foul of the Better Ads Standard, including, it says, those owned or served by Google itself. Photograph: Yui Mok/PAĬhrome, which holds 54% of the global browser market according to data from StatCounter, already blocks some adverts such as pop-ups, which were the scourge of the internet in the early 00s. Google’s ad revenue comes from users on the open web, where adblockers are unhindered in how much content they can filter out of users browsing. Its largest single revenue source – keyword adverts on search pages – is already seen as the gold standard of acceptability. The majority of Google’s own ads already comply with the Coalition’s standards. About 1 in 4 people are estimated to have used a desktop adblocker and about 1 in 10 on phones.
Advertising makes up 86% of its revenue and it does not want people blocking all ads. “These frustrating experiences can lead some people to block all ads – taking a big toll on the content creators, journalists, web developers and videographers who depend on ads to fund their content creation.”īy blocking just the most annoying ads, Google hopes it can improve browsing experience and protect its business model. Sridhar Ramaswamy, Google’s senior vice president for ads and commerce, wrote in a blogpost: “It’s far too common that people encounter annoying, intrusive ads on the web – like the kind that blare music unexpectedly, or force you to wait 10 seconds before you can see the content on the page.
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