Changes to the globally popular Google Chrome browser are forcing publishers to rethink their ad 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 block “irritating” ads and video banners that have no user controls for playback or volume, but there is confusion about how it will affect publishers’ video players. To leverage their best video assets to maximize profits, they must tag videos with categories that are part of a taxonomy Publishers say they need more control over what content gets shown on their sites because users can click through to other sites.
Changes to the globally popular Google Chrome browser are forcing publishers to rethink their ad 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 block “irritating” ads and video banners that have no user controls for playback or volume, but there is confusion about how it will affect publishers’ video players. Publishers say they need more control over what content gets shown on their sites because users can click through to other sites.