Many ad insiders, though, aren't wild about Google deciding what ads are ok and which are not.
Given the rise in popularity of ad blockers, it's clear that digital advertising needs to clean up its act. For example, like other browsers, Chrome blocks pop-ups in new tabs and shows warnings before malware pages. " Thanks to the Better Ads Standards, the ad industry has 12 ad experiences that we know annoy Internet users and encourage people to opt out of ads entirely," said a Google spokesperson." Chrome has a long history of protecting users from annoying or harmful experiences.
#PARSEC LABS UPDATE#
Google says with the coming Chrome update it's just providing the hammer that the industry can use to apply these recommendations in one fell swoop. It also includes "Full-Screen Scrollover ads," or ads that "force a user to scroll through an ad that appears on top of content." In other words, exactly the kind of ads Parsec bet the company on. The list includes video ads that play automatically with sound and ads the cover more than a third of a person's screen, for example. That's how it came up with dozen ad types that consumers find 'annoying' and that publishers should avoid. The Coalition says it has conducted proprietary research on over 100 types of digital ads graded by 25,000 consumer respondents in the U.S. Google says its just following the lead of the Coalition for Better Ads, a consortium of ad industry trade groups and big tech and media companies formed in September of last year. It all points to an uncomfortable position for Google, which is both a massive ad sales entity and the provider of the web's most popular browser in the U.S.
#PARSEC LABS HOW TO#
Yet as the industry grapples with how to adapt to the coming changes next year, there's loads of confusion over who is in charge, how the annoying ads will be identified and what the timeframe is for compliance. Publishers too - especially those that had loaded up their sites with lots of videos that play automatically with sound- have to work out what the new Chrome restrictions will mean.
Parsec isn't alone in facing a sudden shift from a tech platform. "Right now, they are a benevolent dictator," he said. These Parsec ads will start getting blocked next year So Parsec is scrambling to ditch the old ad unit entirely - which means getting publishers, advertisers, and other business partners to run an entirely different, Chrome-approved, ad unit. Also blocked are ads that automatically start blaring sound, and others like these that Google says make the experience of browsing the web worse. Starting next year, when Google rolls out the latest version of its Chrome browser, those ads will be automatically blocked. Now, Parsec CEO Marc Guldimann says Google is blowing that business up. The rough idea was that people would be more likely to stop and notice these ads, and ideally, they'd spend more time with them than the average banner. The unique approach meant users would be required to a degree to interact with an ad, instead of just letting it slip past as they read a story or click through a slideshow. The company designed ads that people have to move out of the way with their finger order to keep reading a story on their mobile phone. Parsec, a three-year old startup, had found its niche. Account icon An icon in the shape of a person's head and shoulders.
0 kommentar(er)
