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明年Chrome更新 广告们要注意了

学习啦【科技】 编辑:嘉馨 发布时间:2017-08-11 15:51:14

  谷歌已经警告了大约700家广告商,明年推出的新版Chrome浏览器系统下,他们目前投放的数字广告将被阻止,谷歌将会推出更严格的广告拦截软件。

chrome更新

  谷歌警告700家广告商:明年Chrome更新后,广告将被拦截

  预计称,谷歌不会是唯一收紧标准的人。

  据一位业内人士透露,苹果的Safari、微软的Internet Explorer和Mozilla的Firefox都会收紧浏览器广告拦截的标准,以防止出现侵入性强的广告。

  广告联盟Coalition for Better Ads是一年前组建的一个“保护伞”组织,它一直在努力制定使行业能够自律的标准。

  互动广告局(Interactive Advertising Bureau)局长Randall Rothenberg是Coalition for Better Ads的创始成员之一,他说:“所有人都同意的是,完成任务(清理广告)必须在行业主导下进行。每个人都反对的是,个别的浏览器公司实施自己的标准来清理不良用户体验。” 他表示,这种一次性的做法会导致“广告市场的混乱”。

  Rothenberg说:“谷歌一直很公开,表示不想在联盟之外做任何事情。”

  据Digiday报道,700个被认为有不符合新标准危险的网站包括“福布斯”、“洛杉矶时报”、“芝加哥论坛报”、“纽约每日新闻”、“Kiplinger个人金融杂志”等。

  广告客户、营销人员和出版商一起发出类似警告,是为了防止消费者变得太失望,因为他们本以为打开广告拦截器就可以告别广告。由于目前网络上绝大多数的网站都是支持广告的,没有“付费墙”,如果广告被阻止,出版商将面临巨大的财务问题。

  广告联盟发言人布伦丹·麦考密克(Brendan McCormick)说:“广告联盟与来自全球的数字广告供应链进行合作,因为不良在线广告体验的解决方案需要广泛的支持。”

  Google warns 700 publishers digital ads will be blocked by Chrome update(原文)

  Google has warned about 700 publishers that their current digital ads would be blocked from reaching consumers under the new Chrome browser system set to be introduced next year that will have much tighter ad-blocking software.

  Google is not expected to be the only one tightening its standards. Apple’s Safari, Microsoft’s Internet Explorer and Mozilla’s Firefox, according to one industry executive, all expected to tighten browser standards to keep out the most intrusive ads.

  The Coalition for Better Ads, an umbrella organization that formed just over a year ago, has been trying to form standards that will enable the industry to self-regulate.

  “One thing that everyone agreed on was that anything that was done [to clean up the ads] must be done under industry auspices,” noted Randall Rothenberg, head of the Interactive Advertising Bureau, which is one of the founding members of the CBA. “Everyone was opposed to individual browser companies implementing their own standards to clean up the bad user experiences,” he said. The one-off approach, he said, would lead to “chaos in the ad market.”

  “Google has been very public saying it does not want to do anything outside the Coalition,” according to Rothenberg.

  Among the 700 sites that are deemed to be in danger of failing the new standards are Forbes, the LA Times, the Chicago Tribune, the New York Daily News, Kiplinger’s Personal Finance Magazine and others, according to Digiday, which first reported that Google had sent notices to 700 publishers.

  The reason advertisers, marketers and publishers would band together to police their own ads is to discourage consumers from getting so annoyed with intrusive ads that they turn on ad blockers that stop all advertising. Since the overwhelming majority of sites on the Web today are ad supported with no paywall, it will be a huge financial problem to publishers if ads are blocked from reaching consumers.

  “The Coalition works with entities from across the global digital ad supply chain as the solutions to bad online ad experiences require broad support,” said Brendan McCormick, a spokesman for the coalition.


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