This summer Chrome will block intrusive advertisements that interrupt watching videos, it announced Google (Google) has officially.
According to the company’s announcement, the browser will block three types of advertisements that are pinned to videos on the network: video ads that are pre-screened for 31 seconds and cannot be skipped after 5 seconds; Advertisements screened in the middle of the video; And banners that hide the middle third of the video or 20% or more from the top or bottom.
These definitions have been set by the “Better Advertising Coalition” – an organization that Google has been a member of since 2017. Its purpose is to explore the boundary between advertisers who do not want, but also do not oppose, and advertisements that cause them to install ad blockers. About 45,000 users in 6 countries participated in the study on the usual types of video commercials.
However, the new settings do not apply to every video on the network: The types of ads mentioned will be considered illegitimate only when pinned to videos up to 8 minutes long. Longer videos can still show such commercials – which means that TV shows, movies, and entire shows will continue to be accompanied by the less pleasant ones.
In the organization’s previous research on pop-ups and banners, about 66,000 users participated. The results include, among other things, a ban on the use of flashing advertisements, advertisements that occupy the entire screen or almost the whole, video advertisements with sound that play automatically when logged in and more. Google began blocking such advertisements for some users in 2018, and a year ago announced that as of July 9, 2019, it would block such advertisements for all users. According to the company, the popularity of ad blocking apps in the browser app store has dropped significantly during this time.
The new rules will be enforced on advertising companies starting June 5. Enforcement will be reflected in advertisements and reprimands for bodies that do not comply with the new rules. The Chrome browser will begin blocking the illegitimate ads on August 5