Google Chrome to start blocking intrusive ads February 15

Camille Francis
December 20, 2017

Starting on February 15, Chrome will automatically block all ads on sites don't meet industry guidelines, VentureBeat reports.

A few examples of "least preferred ad experiences" that the Coalition is fighting against.

In a post to the Google Developers Blog, Google today revealed that its ad blocker will go live within Chrome on February 15.

Interestingly, this date does not appear to be tied to a specific Chrome version. This suggests Google will remotely activate the feature and may roll it out incrementally.

However, it will block some of the most annoying ads you're likely to encounter while using the internet. Google is also hoping that by bringing its own ad-blocker in Chrome, the user might not use third-party blockers that are more restrictive on ads and cut into Google's primary business i.e. selling ads.

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Google will notify websites that contain these ads of a potential blocking through its Ad Experience Report tool. "All of this information can be found in the Ad Experience Report Help Center, and our product forums are available to help address any questions or feedback". If you've encountered these ads before, you know just how annoying they can be.

For that reason, some users utilize ad blocking technology.

Google is taking an all-or-nothing approach with the ad blocking. However, it is a surprising move for a company that accumulates $20 billion per quarter from ads alone. You can see the standards in Ad Experience Report. During this time, it will begin to certify publishers that adhere to its standards. Chrome will filters ads based on the Better Ads Standards by the Coalition for Better Ads, which Google also joined in June of this year.

Now, if publishers do not volunteer, they face the risk of having their ads blocked by Chrome browser if the browser detects one violation. But it can be free for small publishers.

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