Home IT companies Chrome will block all ads on “bad” sites and Yandex.Browser will cut out some banners

Chrome will block all ads on “bad” sites and Yandex.Browser will cut out some banners

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Chrome will block all ads on "bad" sites and Yandex.Browser will cut out some banners
Desktop ad formats for which Chrome will "penalize" sites
On December 19, 2017, Google reminded about its support quality advertising standards Better Ads Standards. which on the eve of approved Coalition for Best Advertising.
Website owners have a month and a half to check ads on their sites for violations.Beginning Feb. 15, 2018, as recommended by the Coalition, the Chrome browser will begin blocking all ads on sites that have not received a normal Ad Experience Report status within the last 30 days (i.e., they have a failing status). The site can apply for a change in status when they have eliminated all the defects in their advertising formats. For more information on the status of sites, see help center and at forums
Similarly will work "Yandex.Browser", although it did not join any coalitions. Here the developers have decided on the standards of low-quality advertising after a meeting with the association IAB Russia, writes "Kommersant".
Interestingly, the start date of ad blocking in Chrome is not tied to the release of a new version of the browser. According to the timeline, Chrome 64 will be released on Jan. 23, and Chrome 65 is scheduled for March 6. Apparently, Google is activating the blocking feature remotely.
Following the example of Chrome, Yandex.Browser will also start blocking low-quality ads in its browser. Moreover, in this case, the Russian developers even tried to get ahead of Google: blocking poor-quality ads will start in the first week of February, not on February 15, as the main competitor.
Yandex considers the following to be low-quality advertising :

  • Static full screen ad block, which can be closed only after the countdown;
  • Large popup windows that close the content;
  • video ads with auto-enable sound;
  • large banners at the top or bottom of the page, covering its content.

The volume of such advertising on the Internet does not exceed 5%, but it bothers everyone, including the owners of other sites. Because of these intrusive ads, more and more users install blockers that hide all ads at all: "Now because of one site that has placed ads that are very annoying, all sites suffer, because this encourages the user to install a blocker. Such a program will then block all or almost all advertising on any site, including useful ads, " explains Dmitry Timko, head of product management at Yandex.Browser.
Yandex explained that such blocking is introduced so that fewer users install blockers, because these browser extensions are already "a threat" to Yandex’s revenue. Yandex.Browser has an average of 22 percent of users who have installed a blocker, and 26 percent of active users. "The share of blocker users is growing, and it’s like a vicious circle. Sites are trying to fight them, often using even more annoying formats or preventing them from viewing content, " said Karen Kazarian, head of the analytical department of the Russian Association of Electronic Communications.
Google’s motivation for blocking unwanted ads is probably about the same as Yandex’s. But only Google acts more radically, blocking absolutely all advertising on "bad" sites, that is, effectively depriving the owners of the site of their livelihood. This is the price for disrespecting users.
"Yandex" acts more humanely and leaves pests all ads except those that violate the rules. According to Dmitry Timko, this is done in order "not to kill the business of the site at the same time.
Representatives of IAB Russia hope that the initiative Google and "Yandex" as a kind of moderators of the quality of advertising will benefit the market. The number of low-quality ads will decrease, and the proportion of users with blockers should not grow so quickly to threaten the business. According to the Association of Communication Agencies of Russia, the volume of Internet advertising in January-September 2017 amounted to 115-116 billion rubles.

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