Report: Google exploring policy for 'acceptable ads'

Google is reportedly considering adopting a policy for "acceptable ads" in an effort to combat ad blocking software. The online ad giant may require ads to be unobtrusive and not annoying, enabling ad-blocking companies with "acceptable ad" programs to let them bypass the filters. For example, Google could ensure that only ads that it approves could run on its web pages and through its DoubleClick ad exchange.

Ad blockers are a growing problem on the traditional Internet and on the mobile web, of course. And while demand for the software continues to ramp up, marketers continue to experiment with ads that deliver a rotten user experience. Google will claim nearly 32 percent of all net U.S. mobile ad revenues by share this year, according to a forecast from eMarketer, and the company may have both the power and the technical prowess to adopt and enforce such a policy. And that might go a long way toward encouraging marketers to make their mobile ads more user-friendly. Article

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