Google unveiled its strategy of a grand ad reform

A new tool has become available in Google Webmaster — Ad Experience Report. In it, the site owner is to find screenshots and videos of ads on the site, which Google finds unacceptable and annoying by the standards of Better Ads. And since 2018 no ads will be shown in Chrome browser on the sites that do not comply with the Better Ads Standards (even ads owned or served by Google).

Besides, Google launched a beta of the tool Funding Choices. It helps a webmaster to address users who block ads and ask them to either disable ad blocking or pay for ad-free access. Users can pay through Google Contributor, which acts here as a kind of adblocker, paid for users, voluntary for sites, compensating them profit losses from ad blocking and bringing profit to Google itself. It works like this: a user tops up his account, each time he visits a website that uses the Contributor, a per-page fee is deducted from his account to pay the creators of the website, a part of the money is kept by Google. The user sees no ads on the pages.

Funding Choices already work in US, Canada, UK, Germany, Australia and New Zeland, for other regions it launches this year.

Funding Choices are accompanied by tips from Google on talking to blocking users in order to persuade the site to be whitelisted. In particular:

  • keep it short and to the point;
  • speak to your audience in your own voice;
  • give visitors multiple opportunities to see your message;
  • be open and honest, not accusatory, explain how ads support the site;
  • avoid jargon. Instead of whitelisting, say "allow ads";
  • remind regular visitors of how often they come to your site (for example, "you've consumed 10 articles today");
  • treat your visitors with respect.

All these actions draw a general strategy of controlling advertising on the web, which becomes possible for Google due to the popularity of its browser, search and advertising services, as well as to partnering with other major advertisers and publishers. The outline of this strategy had become clear from the activity of the Better Ads coalition, and we have already written about it.

We support all initiatives that improve the quality of ads, reduce their quantity and give alternative methods of monetization to site owners. But we are concerned about the market regulation by one of its participants. Google is a huge business built on online advertising, and its regulation techniques would probably serve the protection of its own interests.

In addition, whatever high-quality and standards-compliant, an ad is still an ad, and we understand the desire of many users not to see it at all. So, instead of hoping that Google masterfully balances the conflicting interests of users, marketers, websites, its competitors and its own, we build AdGuard, which simply blocks advertising, without claiming the role of its reformer or regulator. And if you want to support a particular site or trust the ads on it, you can add it to the AdGuard whitelist yourself.

Ludmila Kudryavtseva on Industry News
June 2, 2017
Comments are powered by Disqus. By downloading the comments you agree the terms and policies of Disqus
Here’s what psychologists think about protecting children from ads

June 1st is celebrated in many countries as the International Children's Day. On this day we decided to find out what psychologists think about the impact of advertisement on children and whether kids need to be protected from ads or not.

We looked through several research papers and reviews on this topic, and there are some of the key findings.

Up to a certain age, children do not distinguish advertising from other types of content. They start to see a difference between commercials and programs at the age of 4-5 years, but not on the basis of their content and expressed messages, but by external signs — the commercials are shorter or "more fun".

Apple announced smart anti-tracking and video autoplay block

At its annual conference for developers, Apple has revealed several ad-restriction related upcoming updates for Safari desktop browser.

The most interesting one is the Intelligent Tracking Prevention. The purpose of this technology is to protect users from "third party" data collection. There often are elements on websites, integrated from other websites (images, videos, scripts, analytic services). If site B has elements from site A, the owners of the latter receive information about visitors of site B, even if they never visit site A. This is called cross-site tracking. As a result, a user does not know who has their data and cannot control it. In addition, aggregating and analyzing information from different websites gives vast opportunities of behaviour prediction and control.

Apple's approach is based on giving information about users only to the sites they interact with and are interested in. So, if site A receives information about a user only as a "third party", through other sites, and the user hasn’t visited site A itself within 30 days, then the cookie files from site A get erased from user’s device and prevented from uploading again.