Google said its Chrome browser will stop running ads on sites that contain “disruptive” video ads later this year, based on the alliance’s latest advertising standards, according tomedia reports. The new advertising standards define what is unacceptable to consumers, and such ads are likely to encourage consumers to install ad blockers.
Such ads include video ads that can be automatically played without interacting with users, and so-called “sticky ads” that account for more than 30% of the screen (which sticks to one side of the page no matter how users scroll through the screen).
Members of the alliance include Google itself, as well as companies including Facebook, Microsoft and Unilever. Other members include advertising technology companies, agencies and industry groups.
About two years ago, Google began blocking ads on websites that did not meet advertising standards. The alliance’s latest advertising standards come as Google’s advertising business is under antitrust scrutiny. Last month, Senator Ron Wyden of Oregon asked regulators to investigate anticompetitive practices in the advertising blocking industry.
On Wednesday, the league announced its short video standard, defined as 8 minutes or less. The alliance says ads that can’t be skipped or ads that can’t be skipped for more than 31 seconds in the first five seconds, any ongoing ads that are interspersed in the middle of a video, ads that appear at the top of the playing video or in the middle of a video player or cover more than 20 percent of video content, are “particularly disruptive.”
Chrome said in a blog post that the alliance has said that site owners should stop showing these types of ads to site visitors within four months. Chrome said it would stop advertising on websites that repeatedly play damaging ads on August 5, and said Google’s YouTube would be subject to the same scrutiny. “As with previous advertising standards, we will update our ad product programs on all advertising platforms, including YouTube, and use the updated ad product program to guide future ad product development.” “