Google’s Chrome will now block all ads on sites that don’t adhere to the ad quality standards set by the Coalition for Better Ads, an industry group that counts Google, Facebook, P&G, the Interactive Advertising Bureau, and the Association of National Advertisers among its members.
Google surveyed more than 25,000 consumers in Europe and North America on dozens of ad formats and ranked them by how “annoying” they found each one. They tested 55 desktop ad formats and 49 mobile formats and presented the findings to the group. Ultimately, the coalition defined 12 ad experiences that will trip the blocker across desktop and mobile, including pop-up ads, autoplay video with sound, prestitial ads with and without countdown clocks, large sticky ads, full-screen scroll-overs and flashing animated ads. Also, full-page ad interstitials, ads that unexpectedly play sound, and flashing ads.