After announcing in June of this year that Google Chrome would comply with the Coalition for Better Ads standards starting in 2018, we now have a date. February 15, 2018. That is the day that Chrome will begin blocking non-compliant adverts in the browser.
The effort and main objective of the Coalition for Better Ads it to create a less intrusive web experience for users while at the same time, being clear on what are deemed acceptable ads on sites. Google signed up, and has a big influence, in the coalition with some questioning if it is anti-competitive behavior on the Mountain View company’s part. They are, after all, the biggest ad platform out there and some feel that the entire Coalition will harm Google’s competitors more than anyone.
While that is to be seen, the Coalition has put out a guideline of what ads are considered problematic for both desktop and mobile browsing experiences. It’s up to advertisers to comply with these standards are run the risk of their ads being blocked. According to the Coalition:
The Program will maintain a register of certified companies that will not have ads on their sites filtered based on the Standards by browsers and advertising technology companies that participate in the Program. If compliance issues arise, certified companies will be notified and have an opportunity to address violations or to pursue review by an independent dispute resolution mechanism available through the Program.
If they continue to be out of compliance, blocking will happen and that is where the change to Google Chrome comes into the mix. What are non-compliant ads? Read on after the break…