What Publishers Need to Know About Google Chrome Ad Blocking
Ad blocking has been a topic of discussion for some time, but the stakes went up December 19, when Google announced that Chrome will start blocking certain ads on February 15, 2018. This applies to not only ad types, such as pop-ups, but elements of ad execution as well, such as ad density. Come February 15, Google will implement The Coalition for Better Ads (CBA) standards for the “threshold of consumer acceptability.” Google is putting teeth into these standards by holding publishers accountable: those found in violation for more than 30 days will have all advertising blocked on the Chrome browser. Publishers’ mobile and desktop sites will be evaluated independently, so in the case one is found noncompliant, Chrome will continue to display ads on the other.
Native Ads Improve UX
Nativo is dedicated to supporting our publisher partners with premium ad formats that enhance the user experience (UX) and provide new methods of monetizing content. Our native ad formats, by design, preserve a non-interruptive UX via in-feed content that adopts the look and feel of the surrounding editorial. Based on preliminary testing, we are confident that Nativo’s high-quality native content falls in line with the CBA standards. Please note, however, ad density requirements may affect mobile sites that combine native ads with other formats. To quickly determine whether a website violates Chrome’s new standards, publishers can submit an Ad Experience Report.
Publishers utilizing non-native ad formats should familiarize themselves with the four types of desktop ads and eight types of mobile ads that fall beneath the CBA threshold. These include pop-up ads for both desktop and mobile, full-screen scrollover ads, and large sticky ads for desktop and mobile. (Find the full list here.)
Annoying Ads Hurt Publishers
Consumer acceptance and Google compliance aren’t the only reasons to opt for non-interruptive ad formats. A 2015 study showed that intrusive ads may actually hurt a publisher’s bottom line: the cost of “annoying” ads was -$1.53 CPM, while premium publishers typically only earn around +$1.35 CPM. In addition, high-quality ads mean an enhanced user experience and a stronger advertising ecosystem overall. Though ad blocking by browsers may appear a risk — or at the very least, an inconvenience — to publishers who rely on advertising for revenue, it signals an industry shift toward better advertising. Providing meaningful, non-interruptive content experiences to reach consumers throughout their journey is now more important than ever.
Updated February 14, 2018