Google has given marketers until October to comply with a new guideline, after which their advertising would be rejected.
Google Advertisements is introducing a new policy that requires landing sites to fulfill "better ads criteria," as defined by the Coalition For Better Ads.
According to a modification in Google's destination criteria policy, if an ad goes to a page that does not meet the higher ad standards, Google will reject the ad.
Google is telling advertisers of the policy change through email, giving them about a month to make the required changes.
The email is as follows:
"In October 2022, the Destination requirements policy will be revised to include a new policy mandating ad experiences on destinations to adhere to the Better Ads Standards of the Coalition for Better Ads." Sites with ad experiences that do not meet the Better Advertisements Standards will be notified via the Ad Experience Report, and any ads that go to such destinations will be rejected."
The following advertisements do not meet the better advertising standards:
- Pop-up advertisements
- Autoplaying video advertisements with sound
- Advertisements that prevent visitors from viewing the primary content
- Advertisements containing countdowns, both prestitial and postitial
- Large sticky advertisements that remain on a website while the visitor scrolls
- More than 30% ad density
- Flashing animated advertisements
A decent rule of thumb is that if an ad interrupts a visitor's surfing experience, it is very probably in violation of the better ad standards.
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