{"id":2555,"date":"2020-02-11T04:42:02","date_gmt":"2020-02-11T04:42:02","guid":{"rendered":"https:\/\/www.adspyglass.com\/blog\/?p=2555"},"modified":"2020-12-31T10:50:46","modified_gmt":"2020-12-31T10:50:46","slug":"chrome-will-block-annoying-video-ads","status":"publish","type":"post","link":"https:\/\/www.adspyglass.com\/blog\/chrome-will-block-annoying-video-ads\/","title":{"rendered":"Chrome will block annoying video ads"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Google has announced new standards for video ads. As described by the Coalition for Better Ads (CBA), three video formats are now considered intrusive and not allowed when shown with short videos:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>pre-roll ads or pods longer than 31 seconds that cannot be closed in the first 5 seconds;&nbsp;<\/li><li>mid-roll ads any duration; <\/li><li>display ads that are in the middle one-third of the video player or are larger 20% of a video.<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"400\" height=\"600\" src=\"https:\/\/www.adspyglass.com\/blog\/wp-content\/uploads\/2020\/02\/Turquoise-Icons-Process-Infographic-2.jpg\" alt=\"3 types of intrusive video ads\" class=\"wp-image-2567\" srcset=\"https:\/\/www.adspyglass.com\/blog\/wp-content\/uploads\/2020\/02\/Turquoise-Icons-Process-Infographic-2.jpg 400w, https:\/\/www.adspyglass.com\/blog\/wp-content\/uploads\/2020\/02\/Turquoise-Icons-Process-Infographic-2-200x300.jpg 200w, https:\/\/www.adspyglass.com\/blog\/wp-content\/uploads\/2020\/02\/Turquoise-Icons-Process-Infographic-2-300x450.jpg 300w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Google, one of the CBA founding members, from August 5, 2020 will block in Chrome all video ads that contain any of those ads.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>\u201cChrome will expand its user protections and stop showing all ads on sites in any country that repeatedly show these disruptive ads\u201d.<\/p><cite> Google product manager Jason James <\/cite><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">By the way, the new standard will apply to YouTube which generated nearly $15 billion in ad revenue.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Chrome is the leader in the mobile internet browser market, with a share of nearly 70 percent. This video ad experience is starting in less than a month after announced phasing out third-party cookies which is a serious punch to digital marketers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If the verdict to cut off third-party cookies was all about privacy concerns, Chrome\u2019s blocking annoying video ads promises to make the user\u2019s experience easier and comfort, said Matt Barash, head of the strategy and business development at AdColony. \u201cCertain adtech companies that go out and tout browser-based, high-impact, non-standard formats will be penalized by this announcement,\u201d he said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AdColony is a member of the CBA \u2013 the alliance of the world\u2019s biggest advertisers and media owners. Other members include Procter &amp; Gamble, Unilever, Google, and Facebook.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>\u201cGroupM has incorporated the Better Ads Standards into our inventory quality evaluation process, enabling our clients around the world to advertise more effectively in brand-safe environments\u201d.<\/p><p> \u201cBecause they reflect consumer preferences, the Better Ads Standards are an essential tool for brands and publishers who aim to build trust and deepen relationships with their audiences.\u201d <\/p><cite> Joe Barone, managing partner of brand safety Americas at GroupM. <\/cite><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">The decision will affect smaller publishers and anyone who won\u2019t update their video ads.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>\u201cThis speaks to a larger movement that is happening to clean up digital advertising.\u201d <\/p><p>\u201cGoogle is taking charge here, which is good for consumers and brands, but disruptive for some of the bottom-feeding, audience-based and rich media companies that have largely been creating an interruptive and cheap digital space.\u201d<\/p><cite>Andrew Serby, senior vice-president of marketing at Zefr, a company that helps brands advertise on YouTube. <\/cite><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Chrome will block annoying intrusive video ads formats. The decision will affect those publishers who won\u2019t update their video ads. <\/p>\n","protected":false},"author":9,"featured_media":2556,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[7],"tags":[],"class_list":["post-2555","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Chrome will block annoying video ads<\/title>\n<meta name=\"description\" content=\"Chrome will block annoying intrusive video ads formats. The decision will affect those publishers who won\u2019t update their video ads.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adspyglass.com\/blog\/chrome-will-block-annoying-video-ads\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Chrome will block annoying video ads\" \/>\n<meta property=\"og:description\" content=\"Chrome will block annoying intrusive video ads formats. The decision will affect those publishers who won\u2019t update their video ads.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.adspyglass.com\/blog\/chrome-will-block-annoying-video-ads\/\" \/>\n<meta property=\"og:site_name\" content=\"AdSpyglass\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/adspyglass\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-02-11T04:42:02+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-12-31T10:50:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.adspyglass.com\/blog\/wp-content\/uploads\/2020\/02\/Gray-Geometric-Business-Creative-Presentation.png\" \/>\n\t<meta property=\"og:image:width\" content=\"960\" \/>\n\t<meta property=\"og:image:height\" content=\"540\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Vsevolod Umpelev\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@AdSpyglass\" \/>\n<meta name=\"twitter:site\" content=\"@AdSpyglass\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Vsevolod Umpelev\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.adspyglass.com\\\/blog\\\/chrome-will-block-annoying-video-ads\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.adspyglass.com\\\/blog\\\/chrome-will-block-annoying-video-ads\\\/\"},\"author\":{\"name\":\"Vsevolod Umpelev\",\"@id\":\"https:\\\/\\\/www.adspyglass.com\\\/blog\\\/#\\\/schema\\\/person\\\/20293ab02bd20358acb4e5c12aa3e0e2\"},\"headline\":\"Chrome will block annoying video ads\",\"datePublished\":\"2020-02-11T04:42:02+00:00\",\"dateModified\":\"2020-12-31T10:50:46+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.adspyglass.com\\\/blog\\\/chrome-will-block-annoying-video-ads\\\/\"},\"wordCount\":418,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.adspyglass.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.adspyglass.com\\\/blog\\\/chrome-will-block-annoying-video-ads\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.adspyglass.com\\\/blog\\\/wp-content\\\/uploads\\\/2020\\\/02\\\/Gray-Geometric-Business-Creative-Presentation.png\",\"articleSection\":[\"All Articles\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.adspyglass.com\\\/blog\\\/chrome-will-block-annoying-video-ads\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.adspyglass.com\\\/blog\\\/chrome-will-block-annoying-video-ads\\\/\",\"url\":\"https:\\\/\\\/www.adspyglass.com\\\/blog\\\/chrome-will-block-annoying-video-ads\\\/\",\"name\":\"Chrome will block annoying video ads\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.adspyglass.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.adspyglass.com\\\/blog\\\/chrome-will-block-annoying-video-ads\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.adspyglass.com\\\/blog\\\/chrome-will-block-annoying-video-ads\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.adspyglass.com\\\/blog\\\/wp-content\\\/uploads\\\/2020\\\/02\\\/Gray-Geometric-Business-Creative-Presentation.png\",\"datePublished\":\"2020-02-11T04:42:02+00:00\",\"dateModified\":\"2020-12-31T10:50:46+00:00\",\"description\":\"Chrome will block annoying intrusive video ads formats. 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