Google is using the Coalition for Better Ads’ Better Ads Standards for determining what makes an obnoxious ad experience for users. Examples include video ads that play at full volume, flashing display ads, popups with hard-to-find exit buttons and prestitial ads that block users from seeing content on the page.
Google evaluates a sample of pages from a publisher’s site and gives it a Passing, Warning or Failing grade based the percentage of page views in the sample that contain poor experiences that don’t meet the Better Ads Standards. The Coalition guidelines establish failing thresholds as:
- 7.5 percent of page views in the first two months of the program.
- 5 percent in the four months following.
- 2.5 percent thereafter.