Google wants pop-up ads gone by January 10

By Heather Fletcher

Google wants popups gone from websites

As of January 10, mobile marketers will have to re-consider their ad targeting plans. Ads like an intrusive popup or standalone interstitials will be removed. According to Google, these forms of intrusive ads have made content less accessible. Google says that starting Jan 10, they will slam sites that block content on mobile devices with popup ads and interstitials. Furthermore, sites will be stopped being labeled as “mobile-friendly” because every site after Jan 10 will simply be expected to be the case.

That’s what Google Product Manager Doantam Phan posted on Tuesday in Google’s Webmaster Central Blog. What’s more is sites will stop being marked as mobile-friendly — Google will simply expect that to be the case.

Immediate Impact

It may be interesting to see if Google’s move revitalizes the display ad business. Google will allow those ads and, coincidentally, offers them, as well. (Ahem, Google Display Network.)

Mark Bauman, CEO of ad block prevention tool provider ReviveAds, says he thinks only Google will benefit from this algorithm update.

“Only time will tell,” he says, “[it] could mean higher rates for display advertising or more aggressive forms of advertising out of display.”

How does this affect the world of marketing and advertising? Mark Bauman CEO of ReviveAds thinks, some advertisers abuse popups and interstitials and bring on Google’s algorithm update themselves.

Furthermore, Bauman believes that some marketers did so in the form of java overlays, app store redirects, in the case of Android Phones APKs.

As of late, advertisers have been more and more applying this to the interstitials now, causing this trend. In terms of ad blocking and restrictions within the online space, the advertisers themselves are causing this increase in usage of ad blocks and the increase in restrictions by allowing this on. Publishers unfortunately, are perpetuating this by not policing their ad networks and the ad networks not policing the advertisers.

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