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Google Chrome to block particularly annoying ads

Google announced that it is rolling out a feature for its Chrome browser that will block ads that are really really annoying. They won’t block all ads – that would be self-defeating for a company that makes its money on ads — but the type that really annoy users, causing many to install far software that tries to block all advertising. Among these are my least favorite ads, those that start playing audio automatically. Scroll down for a Google video that explains what they are doing.

Google is going with guidelines from the Coalition for Better Ads, which published its own list of annoyances including the following that were identified by user surveys:

Ad Density Higher Than 30%

When ads on a mobile page take up more than 30% of the vertical height of the main content portion of the page, the result is a disruptive ad experience, regardless of whether these ads are text, video, or static images. This includes “sticky” ads and in-line ads. This kind of density makes it very difficult to focus on text content on a mobile device, and can lead to frustrated users.

Flashing Animated Ads

Ads that animate and “flash” with rapidly changing background and colors are highly aggravating for consumers, and serve to create a severe distraction for them as they attempt to read the content on a given page.

Postitial Ads with Countdown

Postitial ads with countdown timers appear after the user follows a link. These ads force the user to wait a number of seconds before they can dismiss the ad, or for the ad to close or redirect them to another page.

These ads frustrate users by breaking the flow of content in a manner that can prove distracting — if a user is trying to navigate from one page to another, only to be delayed by this ad, they might abandon the page entirely.

Full-screen Scrollover Ad

Full-Screen Scrollover ads force a user to scroll through an ad that appears on top of content. These ads take up more than 30% of the page and float on top of the page’s main content, obstructing it from view. The result can be disorienting for users, as it obscures the content a consumer is attempting to browse. These are different from similar ads that scroll in-line with the content and more smoothly scroll out of sight.

Large Sticky Ads

Large Sticky Ads stick to a side of a mobile page, regardless of a user’s efforts to scroll. As the user browses the page, this static, immobile sticky ad takes up more than 30% of the screen’s real estate.

A Large Sticky Ad has an impeding effect by continuing to obstruct a portion of the mobile page view regardless of where the user moves on the page. A Large Sticky Ad’s positioning disrupts and obscures a page’s main content — unavoidably leading to a negative user experience.

Auto-playing Video Ads with Sound

Auto-playing video ads with sound automatically play with sound, without any user interaction.

This ad experience is especially disruptive because it catches the reader off guard and often compels them to quickly close the window or tab in order to stop the sound — especially if they are on their mobile device and in a public place, where such noise can be a public nuisance and personal embarrassment.

Source: Coalition for Better Ads