Changes to the globally popular Google Chrome browser are forcing publishers to rethink their advertising strategies , says Field Garthwaite of Iris TV . Google ’s move is the latest in a long running debate about the comparative benefits of autoplay and click - to - play formats . Pre-roll will continue to be a large source of digital ad revenue, but publishers shouldn’t neglect to explore other lucrative sources, such as branded content. The new design will eliminate “ irritating ” ads and video banners that have no explicit controls for content or volume , but there is confusion about how it will affect publishers ’ video players . There are concerns that ad consumption , and therefore ad revenue , might fall and questions about whether providers like YouTube will follow similar rules .
Changes to the globally popular Google Chrome browser are forcing publishers to rethink their advertising strategies , says Field Garthwaite of Iris TV . Google ’s move is the latest in a long running debate about the comparative benefits of autoplay and click - to - play formats . The new design will eliminate “ irritating ” ads and video banners that have no explicit controls for content or volume , but there is confusion about how it will affect publishers ’ video players . There are concerns that ad consumption , and therefore ad revenue , might fall and questions about whether providers like YouTube will follow similar rules .