19 Mar 2018

In a digital world, user experience occupies the highest pedestal. Without offering a good UX, your brand is bound to get derailed. The recent launch of Google Chrome’s ad blocker seems to bolster this idea further. The bogeyman for those who have used ads in an unaesthetic or intrusive manner is finally here. The ad blocker filters out ads that hamper user experience on websites. So, if you have a corporate website or a blog, watch out.
Here’s a primer from a digital marketing company in Bangalore:

All ads are not equal
The ad blocker that was recently rolled out by Chrome won’t block all kinds of ads. The blocker will filter out those that don’t meet the parameters set by a group that calls itself Coalition for Better Ads. Some instances of bad ad experiences include pop-ups with obscure or hidden exit/close buttons, videos that play on a high volume, display ads that keep flashing on a user’s screen, among others. However, ads that are on top of your screen or at the bottom don’t constitute an ‘annoying’ ad.

How Chrome arrived at the ‘annoying’ ad category
The Coalition carried out a survey among 25,000 users of the Internet across Europe and North America. The results from this survey were used to draft guidelines called the Better Ads Standards.

Ad filtering – how does it work
Months before the launch, the company notified owners of sites found to be violating these guidelines. In the future, sites are given a month to work on their advertising, and resolve them so as to enhance user experience. The warnings are in grades such as ‘passing’, ‘warning’ or ‘failing’ via the Ad Experiences Report of Google, based on page view percentage. If a site doesn’t comply, Chrome will filter not just the intrusive or annoying ads on such pages, but all ads.
If you are a site owner who has received a failing grade, you would need to seek a review from the ‘Ad Experience Report’ after you make changes to the non-complaint bit of ads on your pages.
If you are a visitor to a webpage, the filter will check to see if the specific page is part of a ‘failing’ website. If it is so, then the ads are not displayed on the page. You can use the filter on any desktop with Chrome, Windows, Linux or Mac operating systems. You can also use it on Android devices. It has still not been rolled out for users of iPhones.

What the move means
The Google move is a measure to take a leadership position and pre-empt the increase in adoption of blockers across mobile and desktops. Chrome’s marketshare across the world is nearly 50 per cent where mobile is concerned. The new move will free the Internet of intrusive advertising and also provide a fertile patch for advertising that meets high standards to thrive. In effect, the move will turn out to be an advantageous one for both Google and advertisers in the long run.