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About ad experience reviews

Desktop and mobile ad experiences

The list of annoying ad experiences is different for desktop and mobile environments. For example, flashing animated ads are considered to be more annoying on mobile devices than on desktop screens, and are part of the mobile ad standard, but not the desktop ad standard, each as defined by the Coalition for Better Ads.

Because of this, we review pages on both the desktop and mobile versions of your site, and you’ll see a review status for each environment in the Ad Experience Report. 

Abusive ad experiences

Abusive ad experiences are designed to be misleading. If a review finds abusive ad experiences on your site, your status is set to “Failed,” and Chrome ad filtering begins 30 calendar days after notice in the Ad Experience Report.

Note: If your site is in “Failing” status, we’ll send an email to registered site owners and users at least 30 calendar days prior to the start of ad filtering, and you’ll have the opportunity to submit your site for an ad experience review.

We review a sample of your pages

Ad reviews are not exhaustive—we do not look at every page of your site. Instead, we review a sample of pages and report on ad experiences we find. (If your review status is “Warning" or “Failing,” you can see the violations we did find in the “What we found” column of the Report.) When you submit your site for review, we again look at a new sample of pages, which means we may find ad experiences that we did not find on earlier reviews.

About domains and subdomains

The Ad Experience Report shows issues that affect any page up to and including your root domain. Note that submitting your site for review implements a review of the entire site domain, not just the subdomains for which you are registered. 

Learn more about your site’s domains and the Ad Experience Report

Review status

You'll see one of the following statuses at the top of the Report:

Not reviewed: We haven't yet reviewed the ad experiences on your site. As a best practice, we recommend preemptively fixing any ad experiences before we review your site. 

Passing: We reviewed your site and haven't detected a significant number of annoying ad experiences on your pages. 

Warning: We reviewed your site and detected a number of ad experiences that violate the Better Ads Standards. You should fix the issues as soon as possible and submit your site for another review. 

Failing: We reviewed your site and detected abusive ad experiences or numerous ad experiences that violate the Better Ads Standards. You should fix the issues as soon as possible and submit your site for another review. If your site remains in this status, Chrome will filter ads.

Notes:
  • If your site is in “Failing” status, we’ll send an email to registered site owners and users at least 30 calendar days prior to the start of ad filtering, and you’ll have the opportunity to submit your site for an ad experience review.
  • If your site is in “Failing” status because it has both abusive violations, and because it is significantly out of compliance with the Better Ads Standards, you’ll need to fix both sets of violations to prevent or stop Chrome ad filtering.

The review cycle

You should fix your site's issues and submit it for review if:

How often you can submit your site for review

You can request a review of your site as often as you’d like. Starting with the third request, there will be a 30-day delay in the start of the review.

Ad filtering status and review submissions

If your site is in “Failed” status, and ad filtering has begun, filtering is paused during your first two review requests. It is not paused if the issues have not been resolved and you submit the site for a third or subsequent review.

Summary of review timing and ad filtering status

Review request no. Delay in review start Ad filtering on while review is pending?*
1st No delay introduced no
2nd No delay introduced no
3rd or more 30-day delay introduced yes

* Applies only if your site is in "Failed" status.

Review processing and completion

While your review is being processed:

  • You’ll be unable to submit another review until we review your site again. 
  • The “review pending” label is added to the Ad Experience Report status bar.
  • The Ad Experience Report change log indicates that a review is pending.

When the review is complete:

  • The Ad Experience Report change log indicates that the review is complete.
  • The “review pending” label on the status bar is no longer displayed.
  • If we don’t find any significant issues, the status changes to “Passing.” If we found issues, your status may change to "Warning" or "Failing."
  • If issues have not been resolved, you can fix them and submit for another review.
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