Google Supports Better Ads Standard
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This document discusses Google's approach to improving ad experiences for users. It notes that users find many ad experiences annoying and are increasingly using ad blockers. Google is taking a multi-pronged approach, including developing better ad standards through the Coalition for Better Ads initiative, providing tools for publishers to identify problematic ad experiences, and filtering ads on sites that violate standards through Chrome. It also describes Funding Choices, which allows publishers to offer users an ad-viewing choice or paid ad-removal pass to support sites. The goal is to make ads less annoying and provide alternative monetization options to reduce the demand for ad blocking.
Google Supports Better Ads Standard
- 1. Proprietary + Confidential Improving Ad Experiences for Users
- 2. Proprietary + Confidential Agenda ● Background: ○ Users are demanding better ad experiences ○ We need to do better as an industry ● Google’s Approach: How Google helps to build a more sustainable web for everyone
- 3. Proprietary + ConfidentialProprietary + Confidential Annoying. Source: Giphy
- 4. Proprietary + Confidential 54% “Not likely at all” to revisit a mobile page if a pop-up was present. 56% “Not at all worthwhile” to share a mobile page if a pop-up was present 44.5% “Extremely worthwhile” to install an ad blocker based on a mobile page that had a pop-up present Source: Coalition For Better Ads - Standard Paper
- 5. Ad blocking continues to grow - up 30% in the last year million devices with ad blockers615 Mobile growth driven by browsers with ad blockers built in (UC Browser) Desktop growth driven by browser extensions
- 6. Rapid mobile growth in APAC, warning to EMEA and NA
- 7. Ad blockers block indiscriminately. Even those sites with good ad experiences are punished
- 8. Proprietary + Confidential We need to do better as an industry
- 9. Coalition for Better Ads: global, ecosystem wide initiative 9
- 10. Developing a data driven, user centric ad standard User based Context-based Empirical Impactful Using real user feedback Developed based on a natural content consumption experience Based on data, and reflects national and regional preferences Should help the marketplace improve the consumer experience
- 11. Pop-up ads Auto-play video ads with sound (Outstream) Prestitial ads with countdown Large sticky ads Better Ads Standards: Least Preferred Ads on Desktop
- 12. Better Ads Standards: Least Preferred Ads on Mobile Pop-up ads Density >30% Prestitial ads Flashing animated ads Auto-play video ads with sound Full-screen scroll over ads Poststitial ads with countdown Large sticky ads
- 13. Proprietary + Confidential How Google helps to build a more sustainable web for everyone
- 14. Proprietary + Confidential Google’s suite of initiatives to improve ad experiences Chrome Filtering & Ad Experience Report Funding Choices & Contributor Addressing existing ad blocker usage and giving users alternative choices to fund content Reducing demand for ad blocking by improving ad experiences by helping remove the most annoying experiences from ecosystem
- 15. Proprietary + Confidential Google’s suite of initiatives to improve ad experiences Chrome Filtering Ad Experience Report Funding Choices Chrome will filter ads on sites that we identify as repeatedly showing the annoying ads identified in the Better Ads Standard or that harm or take advantage of users A solution that enables publishers to message ad blocker users, offering them a choice to enable ads or buy an ad removal pass. Publishers can also offer the ad removal pass to users in supported countries*. *available in US, UK, DE, AU, NZ. Other markets coming soon A new tool in Google Search Console that lists when we have identified experiences that violate the standard.
- 16. Proprietary + Confidential Google’s suite of initiatives to improve ad experiences Chrome Filtering Ad Experience Report Funding Choices Chrome will filter ads on sites that we identify as repeatedly showing the annoying ads identified in the Better Ads Standards or that harm or take advantage of users
- 17. Proprietary + Confidential Chrome filtering is an extension of existing protections Chrome has a long history of protecting users -- blocking pop-ups in new tabs, warnings before malware pages. In early 2018, Chrome will be extending this protection to protect user from annoying ads
- 18. Proprietary + Confidential Sites have time, Chrome filtering won’t begin until 2018 Banner AD 3 sec. Websites identified as repeatedly showing annoying ads identified in the Better Ads Standard Once filtering begins, Chrome will stop showing ads on sites identified as repeatedly showing the restricted ad experiences Sites will have 30 days to fix and submit for review.
- 19. Proprietary + Confidential Google’s suite of initiatives to improve ad experiences Chrome Filtering Ad Experience Report A new tool in Google Search Console that lists when we have identified experiences that violate the standard. Funding Choices Icon made by Freepik from www.flaticon.com
- 20. Proprietary + Confidential Accessing the Ad Experience Report The Ad Experience Report identifies a set of ad experiences that violate the Better Ads Standards Unreviewed sites will have a “Pending” status Sites with a majority of users in regions without a standard will not be reviewed until standard is defined Who can access: Administrators of Google Search Console can access the Ad Experience Report and will be notified with status updates via email. Where to access: The Ad Experience Report is located in the Google Search Console
- 21. Proprietary + Confidential Inside the ad experience report List of identified issues with video showing some of the actual experience observed The Standard that applies to sites based on majority audience location Status. Sites that have status “Failed Review” will also have a start date for Chrome filtering Ability to download report to be shared with internal teams
- 22. Proprietary + Confidential Requesting re-review for an incorrectly identified issue If the video does not actually show an example of the cited ad experience that violates the standard (e.g. the pop-up is for a site newsletter and not an ad), there is an option notify for re-review (review limited to this example only)
- 23. Proprietary + Confidential Requesting re-review when you’ve fixed the issue Once an experience is fixed, explain how you’ve fixed the issue and click “I fixed this” The site and the associated subdomains will be re-reviewed. Notification of status change will be sent to verified webmasters and users in Search Console.
- 24. Proprietary + ConfidentialProprietary + Confidential Be prepared for better ads ● Review the Better Ads Standards ● Consult the Ad Experience Report ● Review our recommended best practices ● Create a plan for ongoing monitoring
- 25. Proprietary + Confidential Google’s suite of initiatives to improve ad experiences Funding Choices (Beta) A solution that enables publishers to dialog with ad blocker users, offering them a choice to enable ads or buy an ad removal pass. Publishers can also offer the ad removal pass to all users. Chrome Filtering Ad Experience Report
- 26. Proprietary + Confidential Not all users of ad blockers have the same motivations. A respectful dialog is an honest way to address the value exchange of ads while respecting user’s choice - without stirring up heat.
- 27. Proprietary + Confidential A message respects user preferences Showing cost/page educates users about the value exchange of ads Introducing alternatives may drive an increase in action Why offer a message with options?
- 28. Proprietary + Confidential Funding Choices makes enabling ads easy for users A simple guide increases whitelisting while minimizing bounce rates. Enable ads
- 29. Proprietary + Confidential Contributor makes it easy for users to fund sites directly A single account for multiple sites and a pay per page model lowers the barrier to entry for users Buy ad-removal pass
- 30. Proprietary + Confidential Sign Agreement Style Message Wall Deploy the entire JS Script across the site Set pricing and upload logo for Contributor UI 2. 3. 4. 5. CONFIDENTIAL - UNDER NDA Confidential and Proprietary How you can join the Funding Choices Beta Tell your account manager or submit the interest form at goo.gl/praAGh1.
- 31. Proprietary + Confidential Useful Links / Resources
- 32. Proprietary + Confidential ● The Initial Better Ads Standard https://www.betterads.org/standards/ ● Web Tools Help https://support.google.com/webtools/answer/7072528?hl=en https://support.google.com/webtools/answer/7409933?hl=en&ref_topic=7073503 https://support.google.com/webtools/answer/7307871?hl=en&ref_topic=7073503 https://support.google.com/webtools/answer/7072706?hl=en&ref_topic=7073503 #the_review_cycle https://support.google.com/webtools/answer/7129127 https://support.google.com/webtools/answer/7073774