Scheduled to have Google Chrome eliminating 'inappropriate advertisement', what kind of advertisement is more specific?

Google announced that it plans to have "filtering inappropriate advertisements" in Chrome on the web browser. Chrome's ad filtering feature was applied in North America and Europe since February 2018, but from July 2019 we will be able to filter advertisements in Chrome around the world. The advertisement subject to filtering is based on the web advertisement standard set by the advertising industry group.

Chromium Blog: Building a Better World Wide Web
https://blog.chromium.org/2019/01/building-better-world-wide-web.html

In February 2018, Google introduced Chrome with the ability to filter some ads so that ads that ignore the visitor's convenience are not displayed. This change was intended for North America and European users, but since July 2019, this advertisement filtering function will be effective in all countries around the world.

Chrome adds changes to prevent Google from showing annoying ads on the web - GIGAZINE

The advertisement filtering function which was experimentally introduced in some areas is applied globally because " Coalition for Better Ads " of the advertising industry group to which Google participates also has its own web advertisement standard " The Better Ads Standards We announced on January 9, 2019 that we will expand and apply it to all countries and regions all over the world.

According to Coalition for Better Ads, as a result of survey targeting various countries and regions, it seems that the preference for Web advertisement was found to be strongly coincident with the preference of consumers across national boundaries. For that reason, we will develop a movement to actively eliminate advertisements that are highly likely to promote the introduction of ad blockers to consumers worldwide.

Survey results on advertisements are reported on the Coalition for Better Ads site, and Google summarizes them in the following movies.

Introduction to the Ad Experience Report - YouTube


A survey shows that 69% of Adblock users, an extension of ad blocking, are hanging on web advertisements. Google says there is the possibility that due to some annoying advertisements the advertising business may not hold.

Therefore, Coalition for Better Ads is roughly divided into two categories, "for PC" and "for mobile". We sorted each of them into more than 60 types and then screened those with particularly low advertising experiences for consumers.

There are 12 kinds of advertisements to be excluded by The Better Ads Standard in total. Among them, Web advertisements for PCs are "advertisements that pop up ", " ads that automatically play movies with audio ", " ads forcibly displayed for a certain period while hiding the screen and counting down ", "Web advertisements for PCs are displayed even when scrolling the screen Continuing advertisement "four types.

Eight types of advertisements covering the screen are filtered for smartphone version of web advertisement.

Stephan Loerke, CEO of the World Federation of Advertisers (World Advertisers Association) says, "By taking measures to avoid advertising experiences that encourage consumers to introduce ad blockers, the brand can be a consumer We will correspond. " In fact, according to Coalition for Better Ads, in North America and Europe it is said that the Better Ads Standards are being incorporated into business practices from 2017 to 2018.

Google participating in Coalition for Better Ads, which is covered by advertising business with more than 90% of revenue, is actively incorporating advertisement filtering function into Chrome is "to support advertisements that make users inconvenient It is to reaffirm that advertisement is at the center of web experience, "Thurrott of the technical media point out.

by Tati Tata

Google says, "Our ultimate goal is not to narrow down the advertisement but to build a better web for everyone.The application of The Better Ads Standards to Chrome will allow us to visit the US, Canada and European websites The owner improved the advertising experience of his site and brought the benefits to the user As of January 1, 2019, two thirds of publishers not compliant with The Better Ads Standards are compliant "I gave a comment confirming the effect of Chrome's ad filtering function.