Google has released a new report they commissioned with the Coalition for Better Ads. The report’s goal is to highlight the types of advertising that causes consumers to revert to using an ad-blocker.

All of this, of course, is a precursor to Google releasing the built in Chrome ad-blocker.

When Google first announced they were building an ad-blocker for Chrome, it had a lot of people scratching their heads “won’t this eat into Googles considerable ad profit?”, “How will this affect third party ad platforms? Will Google restrict them?”, “Why did Tyrion not foresee Euron Greyjoy’s attack on the fleet?”. Okay, got a little off track then.

The reality is, this makes sense for Google (and ALL ad platforms). Ad-blocker usage was on the rise and was having an impact on ad visibility.

So what did Google do? They looked at the motivation of users that installed ad-blockers. Have a look at one of the key findings from the report:

“69% of people who installed ad blockers said they were motivated by annoying or intrusive ads. When ads are blocked, publishers don’t make money.”

Google needed to address this. So they took the future into their own hands. If they can deal with the reason people add ad-blockers, they would reduce the overall usage and control their own destiny.

So what else did the report show?

What is the most annoying ad type? That’s easy, it’s pop-up ads.

Pop-up ads account for 97% of the violations with the Better Ad Coalition on desktop browsers.

Is this different between mobile and desktop? Yes, it is!

While 97% of violations on the desktop are for pop-up ads, this is only 54% on mobile. Ad density makes up 21% of violations and a mixture of other annoyances make up the rest.

So who are the biggest culprits?

Most issues actually come from smaller sites trying where the more scrupulous advertisers can abuse the platform. Mainstream advertisers (like news sites and business publications) seem to be pretty well behaved. Then again, they don’t have access to quality control from dodgy practitioners.

Google is doing everything they can to help publishers improve the overall ad experience and thanks to the soon to come Chrome ad blocker, we could soon see those annoying ads as a thing of the past.

You can read the full report here.

For digital marketers, just don’t be dodgy and you will be fine!