• Google to put its Display Ads on a Diet

    Digital Marketing

    People hate glaring slogans, videos that play automatically, and ads that suck down bandwidth. It slow down the browsing experience as well. So, Google is now serious about making a fix and is on a journey to make these online ads less obnoxious.

    Google's Chrome browser will automatically block certain ads starting next year (2018). This new feature will filter out ads that have been deemed "unacceptable" by the Coalition for Better Ads.

    So, let us first know what are these unacceptable ads? The coalition has identified four types of desktop ads and eight types of mobile ads that are particularly irksome to consumers. They are

    • Video Ads That Play Automatically With Sound
    • Interstitial Ads That Take Over A Person's Screen
    • Countdown Until They Disappear
    • Flashing, Animated Mobile Ads


    Google says it wants to clean up the web, which is a win for consumers and publishers. The benefits from putting its ads on a diet can be significant. It will reduce the amount of data sent to end users by tens of thousands of gigabytes every day.

    Google is applying the Brotli compression algorithm to make its ads smaller and use less data which will ultimately speed up browsing for users.

    So, individual users will experience faster page loads, better overall performance, and, ultimately, lower battery consumption. Google's own sites will largely be unaffected by these new tools. However, other publishers that Google sells ads for as part of the "Google Display Network" will have to eliminate some of their ad inventory.

    This revolution will help users gain a tremendous boost in their ability to enjoy the browsing at considerable blazing speed without being subjected to the most obnoxious ads.

    Ad blocking is a threat to that ecosystem and can harms good publishers. Plus, Google doesn't exist without the open web. So in this case, the company is said to align incentives as per sources.

    Abhinay Mahadik