The next version of Chrome – version 64 – will have an impact on ads, blocking all redirect URLs on third-party iframes. This measure was announced by Google on November, 8, and is about to be released in January. Users using the Chrome beta for Android already experience the blocking.
Here how looks like:
According to Google, this change was motivated by feedback Google “regularly hear from users that a page will unexpectedly navigate to a new page, for seemingly no reason.” Google “found that this redirect often comes from third-party content embedded in the page, and the page author didn’t intend the redirect to happen at all. To address this, in Chrome 64 all redirects originating from third-party iframes will show an infobar instead of redirecting, unless the user had been interacting with that frame. This will keep the user on the page they were reading, and prevent those surprising redirects.”
Another abusive experience, that will be corrected on Chrome v65 is “when the user interacts with content. One example that causes user frustration is when clicking a link opens the desired destination in a new tab, while the main window navigates to a different, unwanted page. Chrome 65 will “also detect this behavior, trigger an infobar, and prevent the main tab from being redirected. This allows the user to continue directly to their intended destination, while also preserving the context of the page they came from.”
Meanwhile, on Adwords, Google is enforcing parallel tracking in 2018, a move that probably will kill redirects on advertisement ecosystem if DBM is the next, making the web faster and safe.