Google has revealed that its Chrome web browser will block certain types of video ads automatically in the near future. The block will apply to videos up to 8 minutes or less. However, it does not include videos with multiple pre-roll advertisements if the ads are skippable after five seconds.
This refers to the various ads attached to videos on several websites. The ads are usually displayed at the start or in the middle of a video. Some sites even overlay the ads on the video frame.
A survey of 45,000 consumers by the Coalition of Better Ads identified three ad experiences in videos of 8 minutes or less that fall beneath the organization’s Better Ads Standard. These include:
- Advertisements displayed in the middle of a video, called mid-roll ads.
- An advertisement displayed at the start of the video. If it lasts longer than 31 seconds and cannot be skipped after the first 5 seconds.
- Advertisements displayed in the middle third of a playing video or are larger than 20% of the video content.
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Google will also review YouTube to block annoying ads
Starting on 5th August 2020, Google Chrome will expand its built-in content blocking functionality to account for these new ad experiences. The Chrome browser will “stop showing all ads on sites in any country that repeatedly show these disruptive ads”.
YouTube which is owned by Google will also “be reviewed for compliance with the standards” just like other sites on the Internet that contains video content. YouTube had initially introduced a new option to publishers in 2018 to make video ads unskippable.
Google had, however, started integrating content blocking functionality in the Chrome browser in early 2018. This it did to slow down the rising number of systems with installed ad-blockers.
A full-blown ad-blocker in Chrome would reduce Google’s earnings significantly, so it opted to reduce the number of “annoying” ad formats and types by using Chrome’s and Google Searches might in enforcing the changes on the Internet.
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