Let’s face the music. Advertising makes the world go around. With few exceptions, we live in mostly capitalist societies, and without the give and take of money, life would be so different as to not be recognizable.
Much of what we call capitalist these days is fueled by the sale of products and services, and their demand is fueled by advertising and promotions, and nowhere will you find more ads than on the interwebs, circa 2017. Guess who wants to block advertising?
Fox And Chickens
That online advertising has become something of a scourge is not news. Some estimates put browser ad blockers at 30-to-40-percent among all online users; desktops, notebooks, smartphones and tablets. Why block ads? Where to begin other than they’re intrusive, abusive, track private data, collect information that is shared among advertisers, hog bandwidth, hog battery life, hog CPU cycles on your device. Other than paying the freight to view mostly free websites, what’s to like?
Well, the Coalition for Better Ads, an organization comprised of members of the advertising community, of which Google is both a member and a cause for its existence, came up with Better Ad Standards, and Google wants in on the action.
Yes, friends, the Fox is about to play in the chicken coop. The hens of advertising are being guided by the very reason to have a fence around the chickens.
Starting sometime in 2018, Google’s Chrome, the world’s most used browser on any platform except macOS and iOS, will start blocking ads that do not meet an agreed to standard. Jack Smith explains:
Under the standard, desktop ads featuring pop-up ads, auto-play video ads with sound, prestitial ads with countdown and large sticky ads can be filtered by Google Chrome.
Filtered is a nice way of saying blocked. We already have the capability, thanks to ad blocker utilities, to filter whatever offends us these days.
On mobile, Google Chrome will purge pop-up ads, prestitial ads, ads with density greater than 30%, flashing animated ads, auto-play video ads with sound, poststitial ads with countdown, full-screen scrollover ads, and large sticky ads.
Please note that most of those kinds of ads show up on Android smartphones. With an ad blocker on my iPhone’s Safari browser I just never see those kinds of offensive ads.
Google Chrome will remove/block all ads from websites that have a “failing” status in the Ad Experience Report, a tool Google is giving publishers, for more than 30 days.
Uh huh. Sure. This will work. What will happen should be obvious. Google’s efforts to be a fox residing in the henhouse will give Chrome a new lease on life as the champion for making the interwebs a better, safer, place– for Google advertising. This does nothing to prevent ad blockers, does nothing to prevent the behind-the-scenes user tracking which accounts for most of the bandwidth hogging, etc.
Google sees it differently, of course. SVP Sridhar Ramaswamy:
We believe these changes will ensure all content creators, big and small, can continue to have a sustainable way to fund their work with online advertising
Translation: We get to stay in control of what you see online.
Advertising makes the world go around, but online advertising is so negatively pervasive– with pop ups, instant play videos, background tracking, etc.– that users have taken action into their own hands and ad blockers have grown in number and usage. That’s not good for advertisers, and as much as Google wants to tout its technology chops, it’s still just a big, fat, ad company, and this new initiative only puts more control over online advertising under Google’s own umbrella.
Mac360 ditched Google and its anemic AdSense advertising system a few years ago which stopped all the tracking abuse placed upon our readers. We do not use trackers. Not even analytics trackers. Even better, the few ads we display are relevant to Apple customers.