Chrome to block “intrusive” ad formats from videos running eight minutes or less

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 06, 2020, 10:48 AM UTC

This is being done to improve user’s browser experience.

To comply with a new standard by the Coalition for Better Ads and what can be seen as an extension of Google’s “advertising shake-up”, Chrome will block mid-roll and other ad formats for videos running eight minutes or less. The change will be effective from 5 August across desktop, mobile web and in-app.

The standard will filter mid and pre-roll ads, ads that are 31 seconds or longer and which cannot be skipped after five seconds. Additionally, display ads taking up 20% or more of a video and ads appearing in the middle one-third of a video player will be filtered.

This move may impact smaller publishers that put out “invasive” video ads but Google aims to enhance browser experience for users. The standard will also apply to YouTube.

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