Google recently announced that the Chrome browser would start blocking “intrusive” video ads, including non-linear, pre-roll, and mid-roll display ads. Chrome will take on the latest quality for video ads from Coalition for Better Ads, and this effort will also impact on its own subsidiary, YouTube. Jason James, Product Manager at Google, mentioned in a statement, “Chrome will expand its user protections and stop showing all ads on sites in any country that repeatedly show these disruptive ads.”
The new standard is going into effect from August 5, 2020, and will affect online videos lasting up to eight minutes or less spanning mobile web, in-app, and desktop. It will filter out ads or pods longer than 31 seconds, which can’t be skipped in 5 seconds.