The CBA was formed in December 2018 and brings together 137 companies — including, alongside Google, Microsoft, Facebook, the media and marketing groups Omnicom and Publicis, Procter & Gamble and Unilever, as well as the Brazilian Advertisers’ Association (ABA), amongst others. The standards established by this coalition govern the ban on intrusive adverts, categorised into 12 categories, such as autoplay video adverts with sound, animated Flash banners and adverts that take up a disproportionately large area of a page:
Google says it is not the CBA’s intention to ‘ban’ adverts from Chrome (not least because the company’s largest source of revenue is still Google Ads, by a wide margin), but rather to encourage websites to deliver adverts in a smarter way. The coalition says the strategy is working: around two-thirds of the websites that previously breached its guidelines have changed their advertising practices. And monitoring has already been carried out on around 1 million pages (less than 1 per cent of the internet).
Some websites, however, are finding ‘workarounds’ to avoid implementing these changes: one example of this is that, rather than displaying a banner that takes up a large part of a page, some sites are placing several small, side-by-side banners. The CBA says it is also identifying these websites.
Source: canaltech