Source: Adblock Plus and (a little) more: What will Google Chrome’s new ad filter actually block? We investigate...
Google has announced that it will follow the CBA’s definition for ad acceptability. From 55 types of ads, the CBA says that only nine of those ad types are egregious enough to block.
*It was not always clear where the CBA drew the line, so a few ad types tested were difficult to judge. This was especially true in two cases, both marked in the above spreadsheet with comments. We hope we were accurate in our interpretation. There weren’t many edge cases, though, so it doesn’t affect the big picture.
For example, the CBA says that the following ads and more are permissible:
In total, the new CBA-endorsed ad skimmer will only block 16.4 percent of the ad types listed in its white paper. In comparison, using the Acceptable Ads standard, Adblock Plus (and other ad blockers) block 51 different ad types, or 92.7 percent of those ads.
Ad filter? More like ad skimmer …
Now, in fairness to Google, they had a lot of courage to step into the ad-blocking waters at all. Most of parent company Alphabet’s revenue comes from advertising after all. We’ve always maintained our admiration for Google’s efforts, not to mention those of the CBA.
For some, Google’s double role as enforcer of CBA standards in Chrome and voting member for the CBA is a bit like the fox guarding the henhouse. Yet, looking at the bigger picture, the goals of the CBA are to:
Google has announced that it will follow the CBA’s definition for ad acceptability. From 55 types of ads, the CBA says that only nine of those ad types are egregious enough to block.
*It was not always clear where the CBA drew the line, so a few ad types tested were difficult to judge. This was especially true in two cases, both marked in the above spreadsheet with comments. We hope we were accurate in our interpretation. There weren’t many edge cases, though, so it doesn’t affect the big picture.
For example, the CBA says that the following ads and more are permissible:
- Autoplay video ads (as long as they don’t automatically play sound)
- Skippable prestitials
- Ads that initiate up to 12 seconds of scroll lag to ensure you see them
- Flashing ads
- Side-rail takeover ads
In total, the new CBA-endorsed ad skimmer will only block 16.4 percent of the ad types listed in its white paper. In comparison, using the Acceptable Ads standard, Adblock Plus (and other ad blockers) block 51 different ad types, or 92.7 percent of those ads.
Ad filter? More like ad skimmer …
Now, in fairness to Google, they had a lot of courage to step into the ad-blocking waters at all. Most of parent company Alphabet’s revenue comes from advertising after all. We’ve always maintained our admiration for Google’s efforts, not to mention those of the CBA.
For some, Google’s double role as enforcer of CBA standards in Chrome and voting member for the CBA is a bit like the fox guarding the henhouse. Yet, looking at the bigger picture, the goals of the CBA are to:
- improve advertising (good)
- shield users from the worst ad experiences (also good)
