AAC vs CBA standards1
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Ad name specificDescriptionAdblock Plus, AdBlock and other ad blockers adhering to Acceptable Ads (AAC standards)Google Chrome's "ad filter" (CBA Standards)
Links to ads tested
If it is blocked bc of AAC standards, why?
2
Static inline ad A 300x250 image ad is placed between two paragraphs in the article.blockednot blocked
http://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_STATIC&advertiser_id=3&article_id=64&locale=EN
Placement: disrupts reading flow
3
Sticky 728x90 ad
on the top
A 728x90 image ad is shown on the top of the user’s screen
* it stays there regardless of the user’s scrolling.
blockednot blocked
http://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_TOPANCHOR&advertiser_id=3&article_id=64&locale=EN
Placement: it covers the content
Overlay ads are not allowed
4
Flashing inline image adA 300x250 animated GIF image ad is shown between two paragraphs of content. The animation flashes and has a lot
of quick movement. It repeats every 1 second.
blockednot blocked
http://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_FLASHING_ANIMATION&advertiser_id=3&article_id=64&locale=EN
Animated ads are not allowed
5
Autoplaying inline
video ad w/ sound
"A 640x390 video ad is placed between two paragraphs in
the article. It automatically starts playing and sound is
enabled on the player."
blockedblocked
http://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_VIDEOAUTOPLAYSOUND&advertiser_id=3&article_id=64&locale=EN
Animated ads are not allowed
6
Page-reflowing
static inline ad
While a user is reading an article, a 640x360 image ad
appears and causes the page’s contents to reflow (the text
shifts down in the viewport)
blockednot blocked
http://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_INLINE_REFLOW&advertiser_id=3&article_id=64&locale=EN
Animated ads are not allowed
Placement: disrupts reading flow
Ads that visibly load new ads if the Primary Content does not change are not allowed
7
Static large image
ad at the top
A 970x250 image ad is placed above the article content.blockednot blocked
http://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_MASTHEAD&advertiser_id=3&article_id=64&locale=EN
Size: takes up >15% of the viewport above the fold
8
35% multi-column
ad density
Image ads are placed in the side rails and in content such
that while reading the article, a user always sees ads as 35%
of the content.
blockednot blocked
http://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_DENSITY35&advertiser_id=3&article_id=64&locale=EN
Size: takes up >25% of the viewport below the fold
9
Large static inline
ad
A 640x360 static image ad is placed between two
paragraphs in the article.
blockednot blocked
http://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_VIDEOSIZEDSTATIC&advertiser_id=3&article_id=64&locale=EN
Placement: disrupts reading flow
10
Prestitial ad w/
countdown
Before the article loads, a user is shown a full-page ad
container with a 300x250 image ad. The ad has a 10 second
timer, after which an easy-to-see skip button appears (the ad
can’t be dismissed for 10 seconds).
blockedblocked
http://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_PRESTITIAL_CD&advertiser_id=3&article_id=64&locale=EN
Interstitial page ads are not allowed
11
Popup ad w/o
countdown
A popup ad appears 5 seconds after the article loads. A
full-page popup appears on top of the content with a
300x250 image ad. The popup ad has an easy-to-see close
button and can be immediately dismissed.
blockedblocked
http://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_POPUPIMAGENOCD&advertiser_id=3&article_id=64&locale=EN
Pop-ups are not allowed
12
50% multi-column
ad density
Image ads are placed in the side rails (in a 3-column layout)
and in content such that while reading the article, a user
always sees ads as 50% of the content.
blockednot blocked
http://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_DENSITY50&advertiser_id=3&article_id=64&locale=EN
Size: takes up >25% of the viewport below the fold
13
Prestitial ad w/o
countdown
Before the article loads, a user is shown a full-page ad
container with a 300x250 image ad. The interstitial has a skip
button and can be immediately dismissed.
blockednot blocked
http://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_PRESTITIAL_NOCD&advertiser_id=3&article_id=64&locale=EN
Interstitial page ads are not allowed
14
Animated inline image adA 300x250 animated GIF image ad is shown between two
paragraphs of content. The animation is noticeable, but not
blinking or flashing. It repeats every 5 seconds.
blockednot blocked
http://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_ANIMATED&advertiser_id=3&article_id=64&locale=EN
Animated ads are not allowed
15
Click-to-play inline
video ad
A 640x390 video ad is placed between two paragraphs in
the article. It is paused until a user decides to play the ad.
blockednot blocked
http://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_VIDEONOAUTOPLAY&advertiser_id=3&article_id=64&locale=EN
Animated ads are not allowed
16
Popup ad w/
countdown
A popup ad appears 5 seconds after the article loads. A
full-page popup ad appears on top of the content with a
580X400 image ad. The popup ad has a 10 second timer,
after which an easy-to-see close button appears (the ad
can’t be dismissed for 10 seconds).
blockedblocked
http://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_POPUPIMAGE&advertiser_id=3&article_id=64&locale=EN
Pop-ups are not allowed
17
Autoplaying inline
video ad w/o
sound
A 640x390 video ad is placed between two paragraphs in
the article. It automatically starts playing, but is muted.
blockednot blocked
http://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_VIDEOAUTOPLAYMUTED&advertiser_id=3&article_id=64&locale=EN
Animated ads are not allowed
18
25% multi-column
ad density
Image ads are placed in the side rails and in content such
that while reading the article, a user always sees ads as 25%
of the content.
blockednot blocked
http://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_DENSITY25&advertiser_id=3&article_id=64&locale=EN
Placement: it disrupts the reading flow
19
Long, skinny ad on
right-hand side
A 120x600 ad that fills the left or right side of a publisher's
page
not blockednot blocked
http://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_RIGHT_SKINNYAD&advertiser_id=3&article_id=64&locale=EN
Allowed, if labeled correctly
20
Ad causing 4
frame-per-second
scrolling
A 300x250 image ad is placed inline with the content. The
content is forced to have a jittery scroll, such that the
scrolling only seems to occur at a pace of 4 frames per
second (good performance is 60 frames per second).
blockednot blocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_JANK_4FPS&advertiser_id=3&article_id=64&locale=EN
Placement: it disrupts the reading flow
21
Refreshing ad w/
30 second interval
A standard 300x250 image ad is placed inline with the
content. The ad is exchanged in-place with another ad every
30 seconds
blockednot blocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_REFRESH_30&advertiser_id=3&article_id=64&locale=EN

Placement: disrupts reading flow
Ads that visibly load new ads if the Primary Content does not change are not allowed
22
Ad causing 8
frame-per-second
scrolling
A 300x250 image ad is placed inline with the content. The
content is forced to have a jittery scroll, such that the
scrolling only seems to occur at a pace of 8 frames per
second (good performance is 60 frames per second).
blockednot blocked
http://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_JANK_8FPS&advertiser_id=3&article_id=64&locale=EN

Placement: disrupts reading flow
Ads that visibly load new ads if the Primary Content does not change are not allowed
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Prestitial large ad
w/o countdown
Before the article loads, a user is shown a full-page ad
container with a 800x750 image ad. The interstitial has a skip
button and can be immediately dismissed.
blockednot blocked
http://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_PRESTITIAL_NEW&advertiser_id=3&article_id=64&locale=EN
Interstitial page ads are not allowed
24
Sticky ad in siderailA 300x250 sticky ad on side rail. It stays on screen
regardless of how much a user scrolls
blockednot blocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_SIDERAILSTICKY&advertiser_id=3&article_id=64&locale=EN
Placement: it covers the content
Overlay ads are not allowed
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Siderail takeover
ads
Two 300x600 ads are shown on the left and right-hand sides
of the content.
blockednot blocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_TAKEOVER_SIDE&advertiser_id=3&article_id=64&locale=EN
Size: takes up >15% of the viewport above the fold
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Large sticky ad in
side rail
A 300x600 sticky ad on side rail. The side rail stays on
screen separately from the user’s scroll.
not blockednot blocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_SIDERAIL600&advertiser_id=3&article_id=64&locale=EN
Allowed, if labeled correctly
27
Ad causing 8
seconds of latency
A standard 300x250 image ad is placed inline with the
content. Once the image ad would be in view, the ad and the
content below it are forced to wait for 8 seconds before
being visible.
blockednot blocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_LATENCY_8&advertiser_id=3&article_id=64&locale=EN
Placement: it disrupts the reading flow
28
Refreshing ad w/
15 second interval
A standard 300x250 image ad is placed inline with the
content. The ad is exchanged in-place with another ad every
15 seconds.
blockednot blocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_REFRESH_15&advertiser_id=3&article_id=64&locale=EN

Placement: it disrupts reading flow
Ads that visibly load new ads if the Primary Content does not change are not allowed
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Ad in Sticky siderailA 300x250 ad in a sticky side rail. The side rail stays on
screen regardless of how much a user scrolls
not blockednot blocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_SIDERAIL250&advertiser_id=3&article_id=64&locale=EN
Allowed, if labeled correctly
30
Takeover ad A massive ad takes the place of the page's backgroundblockednot blocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_TAKEOVER_FULL&advertiser_id=3&article_id=64&locale=EN
Size: too large (>15% above the fold; over the max px requirements per individual ad size)
Generally oversized image ads are not allowed
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Ads in Left-Hand
Column
Ads take up the entire left-hand column of the page's layoutnot blockednot blocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_LEFT_ADCOLUMN&advertiser_id=3&article_id=64&locale=EN
Allowed, if labeled correctly
32
Ad causing 12
seconds of latency
A standard 300x250 image ad is placed inline with the
content. Once the image ad would be in view, the ad and the
content below it are forced to wait for 12 seconds before
being visible
blockednot blocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_LATENCY_12&advertiser_id=3&article_id=64&locale=EN
Placement: it disrupts the reading flow
33
Full-width sticky ad
on the bottom
A 728x90 image ad is shown on the bottom of the user’s
screen - it stays there regardless of the user’s scrolling. The
rest of the width of the page on either side of the ad is
covered by black bars.
blockednot blocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_ANCHOR_FW&advertiser_id=3&article_id=64&locale=EN
Placement: it covers the content
Overlay ads are not allowed
34
Prestitial large ad
w/ 3s countdown
Before the article loads, a user is shown a full-page ad
container with a 800x750 image ad. The ad has a 3 second
timer, after which an easy-to-see skip button appears (the ad
can’t be dismissed for 3 seconds).
blockedblocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_PRESTITIAL_NEWCD3&advertiser_id=3&article_id=64&locale=EN
Size: too large (>15% above the fold; over the max px requirements per individual ad size)
Generally oversized image ads are not allowed
Interstitial ads are not allowed
35
Full-screen inline
ad
A Full-screen ad is placed inline with the content such that
users can scroll through the ad.
blockednot blocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_FSI&advertiser_id=3&article_id=64&locale=EN
Size: too large (>25% below the fold; over the max px requirements per individual ad size)
Generally oversized image ads are not allowed
Interstitial ads are not allowed
Placement: Disrupting the reading flow
36
Autoplaying video
ad w/o sound (hard
to pause)
A 640x390 video ad is placed between two paragraphs in
the article. It autoplays on mute until a user decides to pause
or unmute the ad. The video ad cannot be paused by
clicking on the center of the video.
blockednot blocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_NEWVIDEO_AUTOPLAYMUTED&advertiser_id=3&article_id=64&locale=EN
Animated ads are not allowed
Placement: disrupt the reading flow
37
Animated sticky ad
on bottom
A 728x90 animated image ad is shown on the bottom of the
user’s screen - it stays there regardless of the user’s
scrolling
blockednot blocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_ANCHOR_ANIMATED&advertiser_id=3&article_id=64&locale=EN
Animated ads are not allowed
38
Autoplaying video
ad w/ sound (hard
to pause)
A 640x390 video ad is placed between two paragraphs in
the article. It autoplays with sound until a user decides to
pause or mute the ad. The video ad cannot be paused by
clicking on the center of the video.
blockedblocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_NEWVIDEO_AUTOPLAYSOUND&advertiser_id=3&article_id=64&locale=EN
Animated ads are not allowed
Placement: disrupt the reading flow
39
Prestitial ad w/ 3s
countdown
Before the article loads, a user is shown a full-page ad
container with a 300x250 image ad. The ad has a 3 second timer, after which an easy-to-see skip button appears (the ad
can’t be dismissed for 3 seconds).
blockedblocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_PRESTITIAL_CD3&advertiser_id=3&article_id=64&locale=EN
Interstitial ads are not allowed
40
Autoplaying,
reflowing video ad
w/o sound
A 640x390 video ad slides into view when a user scrolls to
where the video ad would be. It is placed between two
paragraphs in the article. It autoplays on mute until a user
decides to pause or unmute the ad. The video ad cannot be
paused by clicking on the center of the video.
blockednot blocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_VIDEOREFLOW&advertiser_id=3&article_id=64&locale=EN
Animated ads are not allowed
Placement: disrupt the reading flow
41
Sticky 970x250 ad
on the top w/ 3s
countdown
A 970x250 image ad is shown on the top of the user’s
screen - it stays there regardless of the user’s scrolling, but
after 3 seconds it disappears from the viewport and
repositions itself at the top of the page.
blockednot blocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_TOPANCHOR_SHORTTIME&advertiser_id=3&article_id=64&locale=EN
Ads that overlay the content are not allowed
42
Sticky 970x250 ad
on the top w/ 10s
countdown
A 970x250 image ad is shown on the top of the user’s
screen - it stays there regardless of the user’s scrolling, but
after 10 seconds it disappears from the viewport and
repositions itself at the top of the page.
blockednot blocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_TOPANCHOR_LONGTIME&advertiser_id=3&article_id=64&locale=EN
Ads that overlay the content are not allowed
43
Expandable ad w/
2s delay
A 300x250 image ad is placed inline with the content. If the
user hovers their mouse over it for 2 seconds, the ad
expands and covers content
blockednot blocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_EXPANDABLE_TIME&advertiser_id=3&article_id=64&locale=EN
Ads with excessive or non user-initiated hover effects are not allowed
44
Ad causing 2
frame-per-second
scrolling
A 300x250 image ad is placed inline with the content. The
content is forced to have a jittery scroll, such that the
scrolling only seems to occur at a pace of 2 frames per
second (good performance is 60 frames per second).
blockednot blocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_JANK_2FPS&advertiser_id=3&article_id=64&locale=EN
Placement: it disrupts the reading flow
45
Sticky siderail ad
A 120x600 side rail ad. The ad stays on screen regardless of how much a user scrollsblockednot blocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_SIDEBAR_ANCHOR&advertiser_id=3&article_id=64&locale=EN
Not allowed according to an evaluation of their unobtrusiveness based on their integration on the webpage.
46
10% single-column
ad density with
many interruptions
Image ads are evenly interspersed with content such that
while reading the article, a user always sees ads as 10% of
the vertical height of the content. The ads are placed to
cause the most interruption to the content.
blockednot blocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_DENSITY25_SINGLE_SMALL&advertiser_id=3&article_id=64&locale=EN
Placement: it disrupts the reading flow
47
25% single-column
ad density
Image ads are evenly interspersed with content such that
while reading the article, a user always sees ads as 25% of
the vertical height of the content.
blockednot blocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_DENSITY25_SINGLE&advertiser_id=3&article_id=64&locale=EN
Placement: it disrupts the reading flow
48
15% single-column
ad density with
many interruptions
Image ads are evenly interspersed with content such that
while reading the article, a user always sees ads as 15% of
the vertical height of the content. The ads are placed to
cause the most interruption to the content.
blockednot blocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_DENSITY35_SINGLE_SMALL&advertiser_id=3&article_id=64&locale=EN
Placement: it disrupts the reading flow
49
Expandable adA 300x250 image ad is placed inline with the content. If the
user hovers their mouse over it, the ad expands and covers
content.
blockednot blocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_EXPANDABLE&advertiser_id=3&article_id=64&locale=EN
Ads with excessive or non user-initiated hover effects are not allowed
50
Portal / Parallax
Scrolling Ad
A 300x250 ad position shows a 300x600 image ad. As the
user scrolls, the article moves, but the ad does not. The
effect makes a larger ad visible through a smaller "window".
blockednot blocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_PORTAL&advertiser_id=3&article_id=64&locale=EN
Animated ads are not allowed
51
35% single-column
ad density
Image ads are evenly interspersed with content such that while reading the article, a user always sees ads as 35% of the vertical height of the content.blockednot blocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_DENSITY35_SINGLE&advertiser_id=3&article_id=64&locale=EN
Placement: it disrupts the reading flow
52
Sticky 728x90 ad
on the bottom
A 728x90 image ad is shown on the bottom of the user’s screen - it stays there regardless of the user’s scrolling.blockednot blocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_ANCHOR&advertiser_id=3&article_id=64&locale=EN
Ads that overlay the content are not allowed
53
Sticky 970x250 ad
on the top
A 970x250 image ad is shown on the top of the user’s
screen - it stays there regardless of the user’s scrolling
blockednot blocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_BIGTOPANCHOR&advertiser_id=3&article_id=64&locale=EN
Ads that overlay the content are not allowed
Size: too large (>15% above the fold; >250px requirement per individual ad size when located on top of the content)
54
Sticky ads on the
top and siderail
A 728x90 image ad is shown on the top of the user's screen,
and a 300x250 image ad is shown on the right of the user's
screen. Both ads stay in place regardless of the user's
scrolling
blockednot blocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_TOPANDRIGHTANCHOR_PAD&advertiser_id=3&article_id=64&locale=EN
Ads that overlay the content are not allowed
55
Sticky 970x250 ad
on the bottom
A 970x250 image ad is shown on the bottom of the user’s
screen - it stays there regardless of the user’s scrolling.
blockedblocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_BIGBOTTOMANCHOR&advertiser_id=3&article_id=64&locale=EN
Ads that overlay the content are not allowed
56
Sticky 580x400 ad
on the bottom
A 580x400 image ad is shown on the bottom of the user's
screen - it stays there regardless of the user's scrolling.
blockedblocked
https://poetic-glass-136423.appspot.com/experience?exp=DESKTOP_ANCHOR_GIANT_PAD&advertiser_id=3&article_id=64&locale=EN
Ads that overlay the content are not allowed
57
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Resources:
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Coalition for Better Ads research
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Coalition for Better Ads Study: "Determining a Better Ads Standard Based on User Experience Data (see page 37 especially, for list of desktop experiences tested)
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Acceptable Ads criteria
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Adblock Plus
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