Google has warned about 700 publishers that their current digital ads would be blocked from reaching consumers under the new Chrome browser system set to be introduced next year that will have much tighter ad-blocking software.
Google is not expected to be the only one tightening its standards. Apple’s Safari, Microsoft’s Internet Explorer and Mozilla’s Firefox, according to one industry executive, all expected to tighten browser standards to keep out the most intrusive ads.
The Coalition for Better Ads, an umbrella organization that formed just over a year ago, has been trying to form standards that will enable the industry to self-regulate.
“One thing that everyone agreed on was that anything that was done [to clean up the ads] must be done under industry auspices,” noted Randall Rothenberg, head of the Interactive Advertising Bureau, which is one of the founding members of the CBA. “Everyone was opposed to individual browser companies implementing their own standards to clean up the bad user experiences,” he said. The one-off approach, he said, would lead to “chaos in the ad market.”