Worried About the Upcoming Chrome Ad Filter? Start Here. - JustPremium
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Worried About the Upcoming Chrome Ad Filter? Start Here.


Here at JustPremium, we’ve been fielding a lot of questions from our publisher partners about Google’s upcoming Chrome ad filter. We know this is an issue of utmost importance and understandable concern among publishers. Here’s a quick rundown of what you need to know and do to prepare.

What exactly will Google be doing?

Starting on Feb. 15, the Google Chrome browser will begin filtering out annoying ad experiences in an effort to improve users’ online browsing experiences. In terms of defining “annoying” ad experiences, Google will be applying the Better Ads Standards developed by the Coalition for Better Ads. At present, the standards classify 12 types of ads as unacceptable (four on desktop, eight on mobile). You can see examples of these experiences at the Better Ads Standards website.

What do publishers need to do?

To find out if you’re running ads that are in violation of the Better Ads Standards, you should submit your desktop and mobile sites to Google’s Ad Experience Report. If your site fails, you should remove or correct the offending ad experiences and resubmit. The Google Chrome ad filter will remove all ads on publishers who have failing scores in the Google Ad Experience Report for more than 30 days.

How will this affect JustPremium and its publishers?

JustPremium is a member of the Coalition for Better Ads and is pleased to report that all of its units are compliant with the Better Ads Standards. That means JustPremium publishers will not be subject to ad filtering due to their use of JustPremium ad products. However, if your site features other ad units that are not compliant with the Better Ads Standards, then all of your ads will be filtered, including your JustPremium units.

Publishers should review all of their ad units and ad technology partners to ensure they are in compliance with the Better Ads Standards. If you include even a single unit or ad product on your site that violates the criteria, you could be putting all of your ad revenue at risk.

While we know transitions like this one can be rocky, the adoption and enforcement of the Better Ads Standards will go a long way toward ultimately creating better, and more sustainable, ad experiences for consumers, advertisers, and publishers alike. JustPremium is here to help guide our publishing partners through this time of change, so please don’t hesitate to reach out with additional questions.

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