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David Paul Morris/Bloomberg via Getty Images

Google says that roughly 1% of publishers aren't compliant with third-party ad blocking standards, meaning the vast majority of web-publishers will not be impacted by the ad blocker the tech giant will install in its latest version of the Google Chrome web browser next week.

Why it matters: Publishers were initially worried when the ad blocker was announced eight months ago that compliance would be difficult, hindering their ability to make ad revenue. This data should mitigate those concerns.

Google reviewed over 100,000 websites in North America and Europe since June as part of an ongoing audit of publishers' ads to ensure they're compliant with third-party industry standards. The sites are being reviewed to make sure publishers are aware of bad ads on their site so they can take quick action to fix them.

  • Of the 100,000+ sites surveyed, only .5% were at the "warning" level of potentially being blocked. Only .9% were at the "failing level" and would be blocked.
  • Google says that 37% of sites found in violation of the Coalition's standards have already fixed their advertising issues.

Sites like the LA Times, Chicago Tribune and Forbes that initially violated the Coalition's standards were made aware of their ad violations through Google's Ad Experience report for publishers, which was provided to publishers a few months ago.

"There’s a user experience issue online. If web experiences are annoying experiences, people will not want to search the web. We make money on search and good user experiences."
Scott Spencer, Director of Product Management for Sustainable Advertising at Google

According to Google's research:

  1. One-in-five Chrome feedback reports mentions annoying/unwanted ads
  2. There were 5+ billion mutes from people using Google's "mute this ad" feature in 2017

Three common misconceptions around the blocker should relieve worried publishers.

  • Publishers won't be punished for one bad ad. Instead, publishers have a 7.5% non-compliance threshold before their ads are blocked. Eventually that threshold will move down to 2.5% as publishers work to comply with the standards.
  • The ad-blocker weighs ads by page views, so if you have a pop-up ad every time someone visits a page, it's considered much worse than if you use them sparingly.
  • House ads, or promotional ads, are not included in the ad-blocker.
  • All of these standards are set by a third-party group called the Coalition for Better Ads, which is comprised of publishers, agencies, industry groups and tech companies.

Google introduced "funding choices" earlier this year for publishers to help sites better communicate to ad-blocking consumers the value exchange of content for ads. Since having implemented the "funding choices" language, more consumers are allowing sites to pass through their ad blocker.

  • 30% of sites have been whitelisted for “hard wall” ad-blocking messages, which prompts users to allow that site to have ads show.
  • 5-15% of sites have been whitelisted for “soft wall” blocking messages, which give users the option to dismiss the message.

One big point that Google wants to make clear is that they have tried hard not to catch publishers off guard with these changes. "We've been working closely with publishers for months," says Spencer. "Our goal is to not filter anybody. Our goal to get rid of annoying ad experiences to make the internet a better."

Go deeper

Updated 7 mins ago - Sports

Olympics dashboard

Team USA's Simone Biles watching the women's uneven bars final at the Olympic Games in Tokyo, Japan, on Sunday. Photo: Jamie Squire/Getty Images

🚨: Simone Biles will compete in her final Olympic event

🪧: Raven Saunders says U.S. athletes planned "X" protests "for weeks"

🏅Norwegian gold medalist, U.S. silver medalist smash 400m hurdles world record

🏋️‍♀️: Transgender weightlifter Laurel Hubbard: "It gets better"

🤸: U.S. gymnast Jade Carey wins Olympic gold in floor exercise final

⚽: U.S. women's soccer team falls to Canada in semifinals, ending chances at gold

🏳️‍⚧️: Axios at the Olympics: Games grapple with trans athletesTrans athletes see the Tokyo Games as a watershed moment

Go deeper: Full Axios coverage

Raven Saunders: U.S. athletes planned "X" protests "for weeks"

Team USA's Raven Saunders makes an "X'" gesture during the medal ceremony for the Women's Shot Put at the Olympic Games in Tokyo, Japan, on Sunday. Photo: Ryan Pierse/Getty Images

Raven Saunders, the American Olympian facing a possible investigation for making a protest gesture on the podium over the weekend, told the New York Times Monday that U.S. athletes had planned "for weeks" to demonstrate against oppression.

Why it matters: Protests are banned at the Tokyo Games. Saunders told the NYT a group of American Olympians had settled on the "X" symbol, which she gestured on the podium after winning silver in the shot put Sunday, to represent "unity with oppressed people."

Study: Social media giants failing to remove most antisemitic posts

Facebook CEO Mark Zuckerberg speaking virtually during a March House Energy and Commerce Subcommittees hearing on a laptop computer in Tiskilwa, Illinois. Photo: Daniel Acker/Bloomberg via Getty Images

Five social media giants failed to remove 84% of antisemitic posts in May and June — and Facebook performed the worst despite announcing new rules to tackle the problem, a new report finds.

Driving the news: The Center for Countering Digital Hatred (CCDH) notes in its study that it reported 714 posts containing "anti-Jewish hatred" to Facebook, Twitter, Instagram, Youtube and TikTok — which were collectively viewed 7.3 million times. These "clearly violated" company policies, according to the CCDH.