Google Chrome Announces Ad Blocker

Chrome users are fed-up with disruptive ads that ruin their browsing experience online, and Google has responded.

Wednesday, February 14, 2018 by Mobile Marketing & Technology Magazine.

Google Chrome will start blocking ads on sites that repeatedly display disruptive ads that do not adhere to the Better Ads Standards. Blocked ads will be determined by the Coalition for Better Ads a group of companies including Google and Facebook.

While most advertisers on the web are respectful of user experience, Google has heard increasing feedback from users that some ads can be particularly intrusive. Video ads that play at full-blast volume or giant pop-ups where users can’t find the exit icon, are disruptive and often stand in the way of Google users using Chrome the way it was intended —connecting users to content and information.

“It’s clear that annoying ads degrade what we all love about the web. That’s why starting on February 15, Chrome will stop showing all ads on sites that repeatedly display these most disruptive ads after they’ve been flagged.”

According to Google, the Better Ads Standards will evaluate how well sites comply with the new standard, inform websites of any issues discovered and offer the opportunity for sites to address the issues.

When ads are flagged for violations the Better Ads Standards will issue the site with a  “Passing”, “Warning” or “Failing” status in the Ad Experience Report.  Ads with a “Failing” status will have over 30 days to correct the ad before it removed. Website owners can request that ads be re-reviewed after addressing the non-compliant ad violations.

As Chrome announced last June, they will tackle this issue by removing ads from sites that do not follow the Better Ads Standards.  Google previously discussed some of the details surrounding how Chrome protects users from intrusive ads, but for the launch date of February 15, they wanted to go under the hood and discuss how this feature works in more detail. 

The Better Ads Standards currently only covers North America and Europe. The Chrome-based ad-blocking feature only helps Chrome users. Users browsing with Firefox, Bing, or other browsers will keep seeing the disruptive ads. So, what is the technology behind  Google’s ad blocking standards?  Although not confirmed, It has been speculated that the ad blocking technology will use machine-learning algorithms like Google’s DoubleClick For Publishers platform.  It is to early to predict the ramifications of  Google Chrome ad blocker, but it is likely other browsers will follow.  Want more details about the Better Ads Standards?  Read More  

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