This morning’s Observer column:
You know the problem: you’re on a train and suddenly realise you need some information that is available on the net. So you pull out your smartphone and type a web address into the search box. The server responds, the page you want begins to load and then suddenly there’s a big box obscuring the content. The box tells you that you’d be much better off downloading the company’s app. Inducements include the possibility that you might get a better rate by booking via the app than via the boring old website. Sometimes the “close” button that will enable you to get rid of this intrusion is obvious, but sometimes it’s hard to find on a small screen. In the meantime, the train has just gone into a tunnel and you’ve lost your internet connection.
Welcome to the world of “app-install interstitials”. They are, IMHO, a pain in the butt. On the scale of web annoyances, they rate just below pop-up ads and those display ads placed by companies that covertly monitor your browsing. But now it transpires that Google doesn’t like these interstitials either and has announced that henceforth it will be downgrading in its search results any mobile-oriented web pages that produce interstitials…