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November 13 2017

Four Ways to Prepare for the Chrome Ad Filter Rollout

Why should you read this article?

Learn tips on how to prepare for Chrome Ad Filter.
Mathilde Pasquali

Early next year, Google will introduce a blocker in the Chrome browser that will block ads classified as annoying or intrusive to users– such as videos that autoplay with sound or interstitials that take up the entire screen.

The implications of this announcement may seem daunting, but we have your back. Follow the tips below to learn how you can adjust your ad strategy.

1 – Say goodbye to interstitials

Mobile interstitials, web interstitials, video interstitials …. In accordance with the filter, all interstitial types  will be blocked. This may be alarming, but it might also be the opportunity to re-think the experience you’re providing for your users. There are plenty of alternatives to interstitials that are impactful, drive high CPMs, and are non- intrusive. View our most recommended three formats below.


2 – Switch to high impact non-intrusive formats

Parallax, Native, and Video-Read are ideal formats to use to reconcile performance and improve user experience.


Average CPM 3€*

Capture viewers’ curiosity. Our ad scroller format entices viewers to interact and engage with the ad.


Average CPM 1,5€*

Native ads take on the look and feel of the content, resulting in a naturally integrated, in-feed advertisement.



Average CPM 4€*

Draw viewers’ attention with an auto-play video nested in high quality content.


*CPMs observed on Smart networks, October 2017. CPMs can vary by location.

3 – Be conscious of creative size

In Chrome browsers, ad formats that take up over 30% of the screen will be filtered. Our formats* are Better Ads compliant, which means they will not be impacted if you comply with this guideline.



Creative size < 30% of the screen estate


Creative size > 30% of the screen estate

*Please note that our interstitial formats are excluded.

4 – Start out-stream videos muted

Video ads that automatically play with sound are considered disturbing for many users, and will be blocked by the Chrome Ad Filter. To avoid this occurrence,  select the “Start Muted” option while setting up your out-stream templates.


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