Google announced that its Chrome browser will start blocking annoying and intrusive video ads. With this move, Google aims to align with a new set of standards set forth by the Coalition for Better Ads.
These video ad standards are based on research from 45,000 consumers worldwide. The research identified three ad experiences that people found to have a disruptive effect on video content that is less than 8 minutes long.
Pre-roll ads: Long, non-skippable ads or groups of ads longer than 31 seconds that appear before a video.
Mid-roll ads: Ads of any duration that appear in the middle of a video, interrupting the user’s experience
Image or text ads: Any ads that appear on top of a playing video and are in the middle third of the video player window or cover more than 20% of the video content.
Surprisingly, the company notes that YouTube, just like any other website with video content, will be reviewed for compliance with the standards.
“It’s important to note that YouTube.com, like other websites with video content, will be reviewed for compliance with the Standards. Similar to the previous Better Ads Standards, we’ll update our product plans across our ad platforms, including YouTube, as a result of this standard, and leverage the research as a tool to help guide product development in the future,” said Google.