Google Chrome has been warning site owners that annoying or misleading ads will be blocked in their browser for several months now, but they have finally come out with a set date. According to an announcement, Chrome wills top showing ads that aren’t compliant starting February 15th, 2018. This gives webmasters about two months to get their ads up to standard requirements.
Google also offers an ‘Ad Experience Report’ to help them determine which ones are good, and which aren’t. This report will mark any ads as ‘warning’ or ‘failing’ depending on the evaluated quality. The report looks at the total page views to evaluate the overall ad experience, so if your site just displays one bad ad, you aren’t really at risk of being banned. In order to be marked as failing, it will need to have bad ads make up 7.5% of total ads displayed for the first two months. They then lower that threshold down to 5% for the next four months, and 2.5% from there forward.
If a site doesn’t comply with those levels, however, all the ads on that site will stop displaying. If this happens, it will be possible to make necessary changes and submit their site for a re-review to get ads working again.
2017 saw a lot of movement with ad blocking software, and it seems that 2018 will be taking that to the next level. Native blocking within browsers, especially Chrome, which has more than half of the US market, is a big deal. Hopefully, however, this will incentivize site owners to police their own ads to ensure users get a good overall quality experience.