Google is cleaning. The search engine will penalize the most intrusive ads that appear when migrating from a search results page, and the selected site, or when changing page, on the occasion of a mobile navigation.
in the crosshairs of Google: the so-called “interstitial” ads that hide the content of web pages, for example by covering the whole of the page, are transparently displayed or forcing the user to wait several seconds before accessing the site.
January 2017
from January 2017, the US giant will penalize sites of publishers who use this type of pubs, demoting them in the search engines. No coincidence that specifically targets Google mobile navigation: it represents 60% of the traffic of the US search engine
No problem, however, for ads that fall under legal information, for example. information about cookies or verification of the age of the user. No problem, either, for pubs that occupy “a reasonable part of the screen” and can be easily closed.
The situation is delicate for website publishers Internet. At the time they need advertising to survive. It gives them the bulk of their income. But they are aware that people are annoyed growing aggressiveness of some pubs.
Blockers pubs
Witness the success of blockers advertising. 21 million Internet users were using it five years ago, in January 2010. They were 198 million in June 2015. In just one year, between 2014 and 2015, their number increased by 41%. But these ad blockers are a significant shortfall for publishers. Their room for maneuver is tenuous.
The situation is also complicated for Google: number 1 worldwide online search, it is also the number one online advertising. As emphasized Les Echos , the search engine “continues to pay some ad blockers, like Ad Block Plus, for its advertisements are visible to all users “.
at the same time, it does not exclude going further, blocking completely on its Chrome browser, the most intrusive ads. Behind its purpose is to dissuade people to install … blockers advertising.
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