The search giant is set to introduce its ad blocker in 2018

Can we finally say goodbye to annoying ads forever?

Ads and the web are no strangers, but opinion on them is divided.Some class them as a necessary evil,while others think they are a just barrier to enjoying content. Online ads are a key player in raising revenue for many sites. There is the argument that if you are producing quality content that has value for visitors, why should they get it for free? The producer is providing content that takes time to research and write, so they should be rewarded. Visitors could donate to a site, but in reality, people want the content and the fewer barriers the better. So how does a content producer guarantee some revenue? By placing an ad or a selection of
ads that are paid for. In our opinion, a few ads don’t typically interfere with the viewing experience. However, this does

people away from a site, which A poor user experience will push negates any point of advertising as it will never be seen anyway

raise the question: what is an acceptable level? Too many ads will not only affect the user experience, but there is a very good chance they will affect browser performance. A site with no ads is going to have the full complement of bandwidth, while a site with ads will be sharing its bandwidth. The more ads, the less bandwidth available to the core content. This will eventually be detrimental to the user experience, so if ads are a necessity then it should be about striking a happy balance. It’s worth remembering that a poor user experience will push people away from a site, which negates any point of advertising as it will never be seen anyway. The issue becomes even more critical on mobile. Is the user on Wi-Fi, 4G or even 3G? While one user could get a great experience, probably on 4G, the others
google Bad Ads
could get a real poor experience using 3G or Wi-Fi in a communal area. Recent research from Google ( revealed that 53% of mobile site visits are abandoned if pages take longer than 3 seconds to load. The research also showed that the quicker a site
loads, the longer someone stays on the site, the lower the bounce rate and the longer ads are on display. No surprises there.Google has been keen on speeding up the mobile web for a while. Test out your site at to see how good it is. This might be one of the reasons why Google is set to introduce an ad-blocker into its Chrome browser. Hoorah you might say, but it won’t be a blanket ban on all ads – Google has standards and serves a lot of ads itself. Numbers vary, but advertising revenues for Google are in the billions, so we guess it won’t want to stop all ads displaying. So what is going to happen to Chrome? Well, next year Google will be adding an ad blocker to the browser. However, it won’t be there to block all ads, but to filter out the ‘non-compliant’ ads. So what makes a good ad? Google has teamed up with the Coalition for Better Ads ( and it will be the ads that they find unacceptable, even if it is a Google Ad, that will be blocked. A quick rundown includes pop-up ads, auto-playing video, pages with 30%-plus ad density, flashing animations and full-screen rollover ads. You know, all the really annoying stuff you don’t want to see. So what is a bad ad? Google says the most annoying ads are those that interrupt, disrupt or clutter. See Google’s guide on how to create better ad experiences ( If you are an advertiser, you can find out if the ad experiences on your site violate the Better
Ads Standards (

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