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Starting on February 15th, the hammer is coming down.

Google’s effort to stop the most egregious ad-experiences from driving more users to download ad-blockers will go live. Chrome will begin blocking all of the ads on a domain if too many pageviews contain negative ad experiences.

You read that right. Chrome, which accounts for 77% of all browsers used will be enabling an ad-blocker by default in less than 30 days for some websites.

If 7.5% or more, of a domain’s pageviews, contain at least one of four types of prohibited desktop formats (or one of eight prohibited mobile formats according to the Coalition for Better Ads), Chrome will block all of the ads on the domain until the offending ad experiences have been eliminated. In Spring 2018, the 7.5% threshold will tighten to 5% and then ultimately 2.5% in late Summer.

Here’s a useful PDF of the ad types you should be paying attention to.

Don’t worry. The sky is not falling. For one thing, Google expects only 1% of domains will be impacted.

Sovrn is a proud member of the Coalition for Better Ads which created the standards that Google plans to follow, so we were monitoring developments throughout 2017. If you are an approved Sovrn publisher, you’re likely ahead of the curve.

We’ve been taking a proactive approach to managing publisher-induced bad ads experiences during our site approval process for several years and prohibit sites from joining our portfolio that rely heavily on experiences like pop-ups and interstitials. So you are covered there! But its worth you paying close attention to these standards to make sure you stay on track.

When it comes to bad user experiences caused by disruptive creatives, we work daily with our demand partners to prevent them and look forward to these changes by Google making brands less likely to buy them in the first place. It’s important to note, that the errant bad ad isn’t going to get you banned by Google.

Initially, 7.5% of your pageviews during a month would need to contain a banned experience before your ads are blocked. While it is possible the new paradigm will create some temporary heartache for a very small number of publishers, we believe ad filtering is a good thing for the industry overall and will reduce incentives for bad actors. It may even make disruptive ad experiences a thing of the past.

What can you do?

Visit the Google Search Console and view your Ad Experience Report to see whether your site passes.

If you are worried about your site’s status, you can join the Better Ads Experience Program for free and take advantage of their dispute resolution mechanism. 

You can also join our discussion about this on the Sovrn Community site.

Watch this great video on the how and why of the ads experience report:

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