Google Chrome: Drastic change planned for video clips - that should please all users

Google announces big changes - it is not yet ready, but the idea is promising. Youtube is also affected.

• Google announces a big change for the Chrome browser.
• Various contents are to be blocked from next summer.
• The new rules were developed in collaboration with the " Coalition for Better Ads" .

Munich - Who doesn't know it - you just want to watch a video for a short time, but the advertising takes longer than the actual clip. The pleasure has already passed. According to Google, this should change in the future.

The company wants to automatically block annoying video ads in the Chrome browser . Google announced this in a post on the company's blog "Chromium". The changes should come into force in the next few months. From next summer, intrusive advertising clips in videos could be a thing of the past.

Google Chrome: New standards for video clips developed

The new rules for video advertising were developed in collaboration with the "Coalition for Better Ads". The organization is committed to the development of advertising standards on the Internet. A large number of Internet companies and trade associations from the field of advertising are represented in the association and work together for user-friendly advertising content.

Google developed an integrated ad blocker for its browser two years ago. "In 2018, we started removing advertisements from websites that consistently display intrusive ads that violate industry standards," the company said. " Google also updated our own promotions to ensure that we weren't selling or running the kind of ads that bother Internet users the most." Most vendors were quick to adapt to the changes - too much fear of overwhelming ad revenue to lose.

Google Chrome: The changes in the browser in the overview

Now Google has announced the extension of the existing standards in cooperation with the "Coalition for Better Ads". The following advertising content in videos will be blocked by the Google browser in the future:

• Long, non-skippable ads : Long ads that are played before the actual video should only be allowed if they can be skipped within the first five seconds. Advertising clips that run longer than 31 seconds are perceived as annoying by users.
• Advertisements in the middle of a video: Advertising clips that interrupt the video content in the middle are deleted regardless of their length. The "Coalition for Better Ads" regards such advertisements as irritating, regardless of their content or duration.
• Large display advertisements: There are also new rules for texts and images that can be seen above a video. So-called display advertising can only take up 20 percent of the video ad, the middle third must remain completely free.

So far, the new standards only apply to short videos , i.e. video content with a maximum length of eight minutes.

The Coalition has released a new Better Ads Standard for short-form video ads to improve the consumer experience online. https://t.co/PDgQ1lSkjS

Google wants to stay user-friendly - change in video clips

Google wants to continue to be easy to use. “Chrome has always focused on creating the best possible experience for people who surf the Internet. We have long protected our users from annoying and harmful experiences [...]. In the past few years, we’ve dealt with a complaint that is common among Chrome users: annoying, intrusive advertising, ”Google wrote in a blog entry.

Another reason is: Google wants to prevent Internet users from installing ad blockers themselves. According to Google, the installation of ad blockers in the Chrome browser in North America and Europe has decreased enormously since the change two years ago.

Google with change in video clips - Youtube also affected

Google does not stop at its own video platform. The new rules also apply to the video provider Youtube . It has been announced that the company will check all content for the standards and adapt them if necessary.

Until the deadline on August 5, providers still have time to implement the requirements. Until then, they need to keep their websites up to date so as not to be blocked. Because on pages that do not adhere to the new information, according to Google, the entire advertisements should be removed. So not just the videos that do not meet the standards of the regulations.

* merkur.de is part of the nationwide Ippen-Digital editors network.

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