Coalition for Better Ads , which seek to deter "annoying" ad formats like pop-ups and autoplay video ads.
Publishers that rely on long-form videos or rich media ad units may be especially at risk of having inventory blocked. Both ad types are resource-intensive and more likely to be categorized as "heavy ads." US rich media ad spending will make up of total display ad spending this year , and while only a small fraction of the ads that make up this spending will exceed the threshold, it still represents an important source of ad revenues for many digital publishers.
Google's policy is the latest effort by companies to assert more control over digital advertising. Google in January that it would phase out third-party cookies from Chrome over the next two years, a significant disruption to how publishers monetize internet traffic. This followed Apple's 2017 move to remove third-party cookies from Safari, which preceded a June announcement that it require user consent for Identifier For Advertisers , another important source of user tracking for mobile advertisers. Prioritizing user experiences on browsers and mobiles devices will likely continue to affect digital advertising, forcing advertisers and sellers to re-evaluate their advertising strategies.
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