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Braindrop: Ad-Blocking

​Do you have ads on your website? Are you placing ads on websites? They might stop reaching your customers on February 15.

Here's what you need to know.

Google will start blocking ads in its Chrome browser starting on Thursday, February 15. Specifically, it will block bad ads that fail to meet guidelines set by the Coalition for Better Ads. If a site falls below a certain threshold for bad advertising for 30 days, Google will block all ads on the site until the problematic ads have been fixed. 

Google and the Coalition for Better Ads have been fighting interruptive marketing that contributes to a negative experience. 

Unacceptable ads include pop-ups, auto-play videos, prestitials that use a countdown before you can view content, and ad density that exceeds 30 percent of the page. 

The good news is that most ads will not be affected by this. AdWords and most programmatic ad partners will not steer you to the bad ad category in the first place, and neither will we. 

What can you do if you're penalized?

Sites can check their status through the ad experience report available through Google Search Console. If they have been penalized, the report will detail the offending ads. It will also allow sites to ask for a review to remove the penalty once it has been fixed. 

How big of a deal is this? In 2017, Chrome was the most widely used browser in the world, with nearly 59 percent of the global market share, according to NetMarketShare. 

Google will roll this out without requiring any opt-in from their users, so nearly two-thirds of web users will suddenly be blocking ads. 

If you are creating these interruptive ads, your ad spend may be wasted on new ad creative that never even loads into the browser windows of their target audience come February. 

What can you do? 

If we place ads for you, leave the worry to us. If you place them yourselves, make sure your ads are relevant and optimized to avoid being filtered out by Chrome's new ad filter. 

Start making better ads today, and you shouldn't feel a pinch in February. 

Thanks for watching, and we'll see you next time. 

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