"I'm eager to see how this new browser watchdog will do in policing bad ads. While I will always applaud any effort to enhance the quality quotient in digital advertising, I have to admit that all of the hubbub surrounding the impact of the Chrome ad filter seems a bit misplaced to the actual relevance it carries in the industry-wide drive to cleaning up inventory. Now I'm not implying it's much ado about nothing, but I've been a little surprised about how much public gnashing of the teeth there has been in the ecosystem."
"As has been already widely reported, Google Chrome has quickly become the most dominant Web browser but even they claim that after a comprehensive survey of publishers in North America and Europe, only 1% of publishers fail to meet the standards. These standards were laid out by the Coalition of Better Ads (CBA), of which Google is interestingly a core member. I understand why whatever Google and Facebook do generates a sharp reaction, but doings of the duopoly often can obscure from more fundamental concerns."
Adblocking rates are rising, creating pressure to improve internet advertising practices. Google Chrome deployed a new ad filter on February 15 to block bad ads. The filter targets the most egregious ad experiences but will likely have limited impact on the broader inventory quality. A survey across North America and Europe found only about 1% of publishers fail to meet Coalition for Better Ads standards. Those standards were developed with major industry players, including Google, and set a relatively low bar. Concentrating enforcement with dominant platforms risks obscuring deeper quality issues across programmatic and private marketplaces, so higher industry-wide standards are needed.
Read at The Drum
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