明年Chrome更新廣告?zhèn)円⒁饬?/p>

　　谷歌已經(jīng)警告了大約700家廣告商，明年推出的新版Chrome瀏覽器系統(tǒng)下，他們目前投放的數(shù)字廣告將被阻止，谷歌將會推出更嚴(yán)格的廣告攔截軟件。

　　谷歌警告700家廣告商：明年Chrome更新后，廣告將被攔截

　　預(yù)計(jì)稱，谷歌不會是唯一收緊標(biāo)準(zhǔn)的人。

　　據(jù)一位業(yè)內(nèi)人士透露，蘋果的Safari、微軟的Internet Explorer和Mozilla的Firefox都會收緊瀏覽器廣告攔截的標(biāo)準(zhǔn)，以防止出現(xiàn)侵入性強(qiáng)的廣告。

　　廣告聯(lián)盟Coalition for Better Ads是一年前組建的一個“保護(hù)傘”組織，它一直在努力制定使行業(yè)能夠自律的標(biāo)準(zhǔn)。

　　互動廣告局(Interactive Advertising Bureau)局長Randall Rothenberg是Coalition for Better Ads的創(chuàng)始成員之一，他說：“所有人都同意的是，完成任務(wù)(清理廣告)必須在行業(yè)主導(dǎo)下進(jìn)行。每個人都反對的是，個別的瀏覽器公司實(shí)施自己的標(biāo)準(zhǔn)來清理不良用戶體驗(yàn)。” 他表示，這種一次性的做法會導(dǎo)致“廣告市場的混亂”。

　　Rothenberg說：“谷歌一直很公開，表示不想在聯(lián)盟之外做任何事情。”

　　據(jù)Digiday報道，700個被認(rèn)為有不符合新標(biāo)準(zhǔn)危險的網(wǎng)站包括“福布斯”、“洛杉磯時報”、“芝加哥論壇報”、“紐約每日新聞”、“Kiplinger個人金融雜志”等。

　　廣告客戶、營銷人員和出版商一起發(fā)出類似警告，是為了防止消費(fèi)者變得太失望，因?yàn)樗麄儽疽詾榇蜷_廣告攔截器就可以告別廣告。由于目前網(wǎng)絡(luò)上絕大多數(shù)的網(wǎng)站都是支持廣告的，沒有“付費(fèi)墻”，如果廣告被阻止，出版商將面臨巨大的財務(wù)問題。

　　廣告聯(lián)盟發(fā)言人布倫丹·麥考密克(Brendan McCormick)說：“廣告聯(lián)盟與來自全球的數(shù)字廣告供應(yīng)鏈進(jìn)行合作，因?yàn)椴涣荚诰€廣告體驗(yàn)的解決方案需要廣泛的支持。”

　　Google warns 700 publishers digital ads will be blocked by Chrome update(原文)

　　Google has warned about 700 publishers that their current digital ads would be blocked from reaching consumers under the new Chrome browser system set to be introduced next year that will have much tighter ad-blocking software.

　　Google is not expected to be the only one tightening its standards. Apple’s Safari, Microsoft’s Internet Explorer and Mozilla’s Firefox, according to one industry executive, all expected to tighten browser standards to keep out the most intrusive ads.

　　The Coalition for Better Ads, an umbrella organization that formed just over a year ago, has been trying to form standards that will enable the industry to self-regulate.

　　“One thing that everyone agreed on was that anything that was done [to clean up the ads] must be done under industry auspices,” noted Randall Rothenberg, head of the Interactive Advertising Bureau, which is one of the founding members of the CBA. “Everyone was opposed to individual browser companies implementing their own standards to clean up the bad user experiences,” he said. The one-off approach, he said, would lead to “chaos in the ad market.”

　　“Google has been very public saying it does not want to do anything outside the Coalition,” according to Rothenberg.

　　Among the 700 sites that are deemed to be in danger of failing the new standards are Forbes, the LA Times, the Chicago Tribune, the New York Daily News, Kiplinger’s Personal Finance Magazine and others, according to Digiday, which first reported that Google had sent notices to 700 publishers.

　　The reason advertisers, marketers and publishers would band together to police their own ads is to discourage consumers from getting so annoyed with intrusive ads that they turn on ad blockers that stop all advertising. Since the overwhelming majority of sites on the Web today are ad supported with no paywall, it will be a huge financial problem to publishers if ads are blocked from reaching consumers.

　　“The Coalition works with entities from across the global digital ad supply chain as the solutions to bad online ad experiences require broad support,” said Brendan McCormick, a spokesman for the coalition.

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