{"id":2118,"date":"2018-01-12T12:31:22","date_gmt":"2018-01-12T12:31:22","guid":{"rendered":"http:\/\/oko.uk\/?p=2118"},"modified":"2018-01-12T12:31:22","modified_gmt":"2018-01-12T12:31:22","slug":"chrome-ad-blocking-publishers-need-know","status":"publish","type":"post","link":"https:\/\/cool.co\/supply-side-platform-home\/chrome-ad-blocking-publishers-need-know\/","title":{"rendered":"Chrome ad blocking – what publishers need to know"},"content":{"rendered":"

It\u2019s big news for publishers that from February 15th 2018, Chrome ad blocking will go live & start blocking ads from displaying on sites that it give users a \u201cbad ad experience\u201d. Some publishers see this as the latest in a long series of attacks on the ad-funded publishing business model, others are relieved to see Google taking an overdue stand in the ad-blocking battle. Whatever your take on the change, it\u2019s coming and with Chrome having over 60% market share it is going to have impact. <\/span><\/p>\n

To help you prepare, here is our guide to what is happening and what we think publishers need to know. (If we don\u2019t answer your question, ask it in the comments below).<\/span><\/p>\n

Why do Google (an advertising company) want to block ads?<\/span><\/h2>\n

Google generated close to $80bn revenue through advertising in 2016, so at first glance, it seems self destructive for Google to introduce native ad blocking into the world\u2019s most popular web browser. It is however a move that aims to strengthen the ad ecosystem and protect ad revenues.<\/span><\/p>\n

Research by the Coalition for Better Ads<\/a> shows that users are driven to install ad blockers by the most annoying of ads. Once installed the blockers, of course, do their best to block all ads on all websites rather than just those that caused those most annoyance. The result is that all publishers get punished.<\/span><\/p>\n

By (heavily) discouraging so-called \u201cbad ads\u201d, Google seems to be betting on reducing demand for ad blockers in order to strengthen the ad ecosystem.<\/span><\/p>\n

Who decides what is a \u201cbad ad experience\u201d?<\/span><\/h2>\n

The bad experiences being targeted are those that were identified by the Coalition for Better Ads research. This tested and surveyed 25,000 web users from North America and Europe with the aim of identifying the bad experiences that lead users to adopt ad blocking<\/span><\/p>\n

Are Google just blocking competitor ads?<\/span><\/h2>\n

No, if they block ads on a site then all ads are blocked for Chrome users on that website. That would include blocking Google ads on that site. <\/span><\/p>\n

Will I know if Chrome ad blocking is blocking ads on my website?<\/span><\/h2>\n

As long as you have the website registered in Google Search Console (formerly Webmaster Tools), then yes. Sites identified as having bad ad experiences will be notified via Search Console and given 30 days to remedy before ads are blocked.<\/span><\/p>\n

What ads will trigger this?<\/span><\/h2>\n

The issues that trigger the bad ad experience warning differ between desktop and mobile. At time of writing they are:<\/span><\/p>\n

On desktop<\/h3>\n