The more they're used, the less people see ads – many of which are served by Google. The company also says it will check YouTube ads to ensure they apply.įor Google, ad blockers can be a problem. 'Chrome will expand its user protections and stop showing all ads on sites in any country that repeatedly show these disruptive ads,' Jason James, a Chrome product manager, wrote in the company's blog post. Google is giving websites that serve intrusive video ads a few months to make changes, which will come into force from August. Data from 2016 revealed that around 20 per cent of 16- to 24-year-olds used an ad blocker while browsing the web. The use of ad blockers continues to rise, while there's also evidence that targeted advertising doesn't work. As a result of the work, the Coalition updated its guidelines to say the three types of ads now being targeted by Chrome shouldn't be allowed on videos. Image ads at the end of videos, small images on top of playing videos and six second pre-roll ads were the least disliked, The Coalition found. Unsurprisingly, the less obvious and intrusive advertising is, the more people don't mind it. In 2019 alone, YouTube made $15 billion ($11.6bn) from ads and Facebook-owned Instagram raked in $20bn.

In 2019, Instagram alone earned Facebook $20 billion (£15bn) and YouTube made $15 billion from ads.Īnd, of course, online advertising is big business – especially for Google and Facebook. Facebook and Google's ad reach across the web makes the companies billions every year.

The Coalition's research found the least liked type of short form video ads were those that cover 50 per cent of the video, all types of mid-roll ads (ranging from six seconds to sixty seconds) and also pre-roll ads that can't be skipped. Its work surveying 45,000 people in eight of the biggest online advertising spending countries led to Google announcing the changes within Chrome.

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