In recent years, higher education branding, marketing, and recruitment have shifted towards using more digital strategies. A recent survey conducted by the University of Massachusetts Dartmouth found that nearly all polled institutions use some form of digital as part of their marketing.

On February 15th, Google launched a new ad blocker for Chrome. If you are currently using digital ads for your College to reach potential students, this may cause some panic – but don’t fear! The purpose of this ad blocker is to block “annoying” and “bad” ads, as identified by the Coalition for Better Ads.

As long as you are following the Better Ad Standards, your College’s ads and websites are in the clear. The Coalition for Better Ads has listed the following ads as “bad”:


  • Pop-up ads
  • Auto-playing videos with sound
  • Prestitial ads with countdown
  • Large sticky ads


  • Pop-up ads
  • Prestitial ads
  • Ad density higher than 30%
  • Flashing animated ads
  • Auto-playing video ads with sound
  • Postitial ads with countdown
  • Full-screen scrollover ads
  • Large sticky ads

The Google Chrome ad blocker is actually beneficial to both online consumers and colleges. This new ad blocker will help decrease the amount of users downloading and using third-party ad blockers that block all ads. Without “annoying” ads plaguing the screens of Chrome users, other high-quality and less intrusive ads will resonate more and be more successful.

So, don’t worry, Chrome’s ad blocker should not impact your College’s paid search, social and digital display advertising if you aren’t using one of the intrusive tactics listed.