Page 17 - Payout Magazine Online Volume 8.2

Google Expands Range Of Ads

Blocked By Chrome

By : GeneZorkin
Reprinted courtesy of YNot
n the latest release of the Chrome browser (first ad density of greater than 30% on a mobile page. “Our team worked hard to develop this
ipushed out to Chrome users on January 23), technology and make Video Pre-Roll ads available
Google expanded the browser’s ad-blocking to In a recent email to publishers and advertisers for desktop and mobile websites,” TrafficStars
incorporate the initial standards recommended on its network, JuicyAds criticized the new managing director Peter Rabenseifner stated in a
by the Coalition for Better Ads (“CBA”), a group standards while simultaneously noting its own press release announcing the release of the new
comprised of companies and trade associations policies already largely conformed to them. ad format. “I’m very proud that we’ve reacted to
involved in the online media space, including
recent changes in the industry to quickly launch
Google itself. “On principle, we do not agree with Google or
this format for our partners, which is yet another
with the decisions they have made,” JuicyAds
way we’re helping advertisers and publishers
In a white paper entitled “Determining a Better stated in the email, which was sent out on
with sustainable advertising alternatives.”
Ads Standard Based on User Experience Data” January 30. “We feel that as an influential multi-
published last year, the CBA stated its belief billion dollar advertising company, Google has a
“We’re working continuously to provide better
the standard of “unacceptable ads experiences” clear conflict of interest. We view these changes
alternatives to our publishers, finding a balance
must “define what should not be done instead as an attack on the freedom, livelihood, and
of what can be done to allow for innovation,” be advertising revenue of independent publishers, between providing the best experience to their
users and securing a stable advertising revenue
“clear and accessible by the ecosystem,” and be
advertisers, and all non-Google advertising
“open to including multiple ways to determine – and also to our advertisers, presenting highly
networks.”
that an experience not preferred by consumers.” effective ad formats which engage users in
innovative ways,” Rabenseifner added.
Observing that Google’s changes to Chrome
In building out a standard to meet these
“impact everyone that buys or sells advertising
expectations, the CBA analyzed data collected The CBA’s proposed new ad standards and
online,” JuicyAds noted it already disallows
through a survey of a representative standard how they might be incorporated has been cause
“most of these abusive experiences” addressed
of the U.S. population which gauged each for concern among mainstream publishers and
by the CBA.
respondent’s ad experiences on a 1 to 5 scale, advertisers, as well.
with 1 being the least preferred and 5 the most
“As a leading advertising network, JuicyAds is
preferred. The survey was conducted in 2016 by “We still have anxiety with it,” one anonymous
proud to uphold higher standards and ethics
the CBA’s Ad Experience Research Group. publisher told Digiday in January. “People got
than most other advertising networks,” the
used to the model of loading the site with ads
company stated. “While many other networks
Based on the results of the survey, the CBA and driving pageviews, but Google is telling us
allow these types of actions and ads, we simply
ranked a wide variety of ad types and user we need to prioritize digital experience now. It is
do not accept malicious ‘malvertising’ such as
experiences, rankings which now inform the distressing, but they are Goliath, and I don’t feel
randomware (sic), tech support scams, fake
Chrome ad-blocker. like throwing stones at them.”
software updates, or deceptive advertising.”
The full list of ad types which will be blocked Others see the new standards as a welcome
While JuicyAds didn’t cite any other advertising
(or, in some cases, blocked if they exhibit
networks by name in the email, the company said roadmap to crafting more effective, user-
certain behavior like automatically playing
“while other companies will be hurt significantly frieIndlier ads, and believe the tradeoff is worth
sound, but not if they don’t) is quite extensive.
by these changes (and their Publishers will see the reduction in (often low-quality) clicks
Among the most important highlights of the
list, from an adult advertising perspective, are significantly dropping payments), JuicyAds which some of the now-disfavored advertising
the following ad types: Auto-playing ads with expects that the affect will be minimal for most techniques generated.
sound, “prestitial” ads with a countdown, popup publishers, because we already deliver better
“Chrome’s ad blocker isn’t a death knell for
ads without a countdown and a variety of “sticky” experiences than other networks.”
advertising,” Daniel Meehan, the founder and
ad types.
On February 1, the TrafficStars ad platform CEO of Padsquad recently wrote in an opinion
Mobile ads are considered separately, and announced a new “Video Pre-Roll” format piece for MediaPost.com. “Rather, it’s a spark
while the standards for mobile are duplicative of designed to comply with the CBA ad standards. for creativity going forward. Brands that want
those for desktop in many areas, there are some The video ad plays before the content of the to embrace the challenge of new formats and
mobile-specific standards which will result in page loads, allowing the user to skip the ad after innovative interfaces will be the ones rewarded
automatic ad-blockage by Chrome, including an six seconds. in this new order.”

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