Google Chrome expands ad blocking on disruptive video content

Ad Blocking
February 14, 2020 | by Kean Graham
Google Chrome expands ad blocking on disruptive video content

Recently Google announced an update to intrusive ad blocking on its Chrome internet browser with regards to video ads starting August 5, 2020. Google first started blocking intrusive ads through the browser in 2018 as they wanted to protect users from both annoying and harmful ad experiences. Google has shaped its advertising offerings according to the Better Ads Standards to ensure they provide ad experiences that are non-intrusive to users. As a result of changes made, they’ve seen a drop in ad blocking rates in Google Chrome for North America and Europe.

The Better Ads Standards also announced a new standard for video content after conducting studies with 45000 worldwide consumers. They’ve determined three video ad experiences that users find disruptive for video content less than 8 minutes long.

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Video ad type #1:

Long, non-skippable pre-roll ads longer than 31 seconds that appear before a video and that users cannot skip within the first 5 seconds.

video ad unit 1
Image Source: Coalition for Better Ads

Video ad type #2:

Mid-roll ads of any duration that appear in the middle of a video that interrupts the user’s experience.

Image Source: Coalition for Better Ads

Video ad type #3:

Image or text ads that appear on top video and are in the middle 1/3 of the video player window or cover more than 20 percent of the video content.

Image Source: Coalition for Better Ads

The Coalition for Better Ads has decided that publishers should stop showing the ads mentioned above within roughly four months. Google has followed suit and will stop showing the ads of websites that show these disruptive ads in the Chrome internet browser.

Remember to review the status of your website by using the Ad Experience Report. This tool helps publishers figure out if Chrome has identified any ad experience violations on your site.

Image Sources: Coalition for Better Ads


If you’re using any of the video ads mentioned above, be sure to take a look at the Ad Experience Report tool and fix them immediately. You don’t want Chrome to stop showing your ads.

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