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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

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    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Opinion

This Valentine’s Day marks the end of an era as Chrome clamps down bad ads

Google Chrome’s crackdown of bad ads is only the beginning

16/02/2018
in Opinion
3 min read
This Valentine's Day marks the end of an era as Chrome clamps down bad ads

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Source: Adweek; By: John Murphy

In 1929, the slaying of seven gangsters in the Saint Valentine’s Day Massacre delivered a wake-up call to Chicagoans and the American public about the destructive effects of Chicago’s notorious gangs. The aftermath of the violence began a new era of enforcement designed to clean up the gangs and ultimately marked the beginning of the end for Al Capone.

Now, the advertising industry is about to undergo its own Valentine’s Day Massacre—and this time the industry’s top players are joining together to weed out the bad actors and bad ads that are undermining marketers’ confidence in digital advertising.

As Valentine’s came to pass, and Thursday dawns, Google has started leveraging its market position and the popularity of its Chrome browser to take aim squarely at poor-quality ad experiences. With the launch of this initiative, Google will stop showing ads on Chrome that do not meet the quality standards adopted by the Coalition for Better Ads.

The ad standards, which were compiled after interviewing thousands of consumers about which ads negatively impact engagement, are being touted as an important step to usher in a new era of higher performing and more relevant engagement opportunities. The standards will largely focus on curbing disruptive formats, such as pop-up ads, autoplay video ads with sound, large sticky ads and full-page count-down interstitials.

Advertisers looking to deliver high-impact messages, and some publishers looking for additional revenue sources, may find some of these formats appealing, but research has shown that they are a big turnoff for many users. User aversion has led many to seek out and install ad blockers, which ultimately hurt all forms of ads, denying quality publishers the opportunity to monetize their content.

In late December, Google provided additional clarity on how it would be enforcing its bad-ad blocker, stating that: “Violations of the Standards are reported to sites via the Ad Experience Report, and site owners can submit their site for re-review once the violations have been fixed. Starting on February 15, in line with the Coalition’s guidelines, Chrome will remove all ads from sites that have a “failing” status in the Ad Experience Report for more than 30 days.”

In short, publishers found to be serving one of the ad formats on Chrome’s block list will be placed into “failed status” until it updates its ad standards. During this time, Chrome will continue to show users other ads on a publisher’s site that meet the Coalition for Better Ads standards.

However, and here comes the stick, for publishers that languish on the “failing” list for more than 30 days, the world’s most used browser will block every ad on the page regardless of format.

The implications of this move are significant and have raised questions about whether or not one provider should be able to enforce such punitive damages so broadly across the free and open web.

While advertisers and publishers may feel intimidated by Chrome’s attempt to regulate ad quality, it is clear that Google has taken careful steps to ensure its measures meet a broader set of industry-accepted quality standards (and not just Google’s). Clearly, with fewer disruptive ads, users will have better digital experiences, making them less inclined to install ad blockers and more inclined to engage with relevant and higher quality marketing, which should ultimately drive up the monetized value of good ad experiences for publishers.

And Google will not be alone. Other advertising technology providers have already made similar moves designed to eliminate fraud, counterfeiting, waste and abuse from the digital ad ecosystem, including supporting and leveraging other existing industry-wide quality standards, such as IAB’s LEAN ads and the ads.txt initiative.

Much as the Valentine’s Day Massacre nearly a century ago set in motion a series of events that ultimately cleaned away many of the bad actors profiteering at the expense of law-abiding citizens, this Valentine’s Day kicks off a new wave of cleanup efforts for the digital ecosystem, removing bad actors and bad ads, which will ultimately serve to benefit advertisers, publishers and consumers alike.

 

Tags: Ad BlockersAd standardsChromeCoalition for Better AdsGoogleGOOGLE
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