Google Chrome browser is planning on sprucing up its Web advertising and it’s choosing to do so by blocking certain ads whose features enable them to play know default. These include pop-ups which are videos that play as soon as you land on the page, as well as ads that force you to sit through a count down before the content. Chris Bronk is a professor at the College of Technology at the University of Houston.
“The laws regarding advertising content on the internet are pretty few and far between. Large players can dictate a lot of how things will work.”
In a nutshell, internet advisers are trying to grab consumers attention and make it stick.
“If you can get that through a pop-up ad, through a video playing, we are permitting some pretty nefarious behavior as far as getting our attention, and we really don’t have any rules about it.”
Digital advertising is growing, however two key platforms namely Google and Facebook still make up the biggest bulk of online advertising. This leaves very little space for other competitors to fight for their share of the digital ad revenue. As the advertising market becomes more crowded marketers are looking for new ways to grab a consumers attention without interrupting their online experience.
However, Professor Bronk said there are bigger things to worry about than annoying ads or automatic videos.
“Pop-ups are pretty easy to defeat. What is kind of unsettling is when you know you’re being profiled. I’ll do a search on something one of my kids wants for Christmas. And then I’ll see that items about that are now showing up in my Facebook feed all the time. That’s the stuff I worry about.”
Google plans on employing its new ad policy on February 15th.