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Chrome Announces Unified Autoplay–What does it really mean for your ad?

Written on
Sep 18, 2017 
Author
Adotas  |

Autoplay will only be allowed when the media itself doesn’t include sound, or when the user has indicated an interest in the media.

The following was posted on the Chromium blog on September 14.

Users watch and listen to a lot of media, and autoplay can make it faster and easier to consume on the web. However, one of the most frequent user concerns is unexpected media playback, which can use data, consume power, and make unwanted noise while browsing. To address this, Chrome will be making autoplay more consistent with user expectations and will give users more control over audio.

Starting in Chrome 64, autoplay will be allowed when either the media won’t play sound, or the user has indicated an interest in the media. This will allow autoplay to occur when users want media to play, and respect users’ wishes when they don’t. These changes will also unify desktop and mobile web behavior, making web media development more predictable across platforms and browsers.

Not all users have the same preferences for autoplay media, so Chrome 63 will add a new user option to completely disable audio for individual sites. This site muting option will persist between browsing sessions, allowing users to customize when and where audio will play.

These changes will give users greater control over media playing in their browser, while making it easier for publishers to implement autoplay where it benefits the user. For more details, please see the autoplay roadmap.

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