Chrome deploys ad blocker

Chrome deploys ad blocker

Those ads which "fall beneath a threshold of consumer acceptability", will be blocked by Google Chrome.

Instead of instantly blocking adverts that contravene the rules, Google is giving websites 30 days to rectify the situation and then if they've failed to update their adverts by then, they'll be blocked.

Rahul Roy-Chowdhury, Chrome VP, says this move was prompted when his team received feedback from users saying annoying ads are a big source of frustration.

To determine which ads not to show, Chrome will follow the Better Ads Standards from the Coalition for Better Ads, an industry group dedicated to improving the experience of the ads we see on the Web.

In a new update to the browser will now silently block ads that Google feels are detrimental to the user experience. Those auto-playing videos and the pop-ups are really annoying.

"Chrome will automatically block ads on sites that fail the Better Ads Standards", he wrote.

Google's ad-blocker will not be the blanket advertising stopper that many third-party ad blockers provide.

The ad blocker will cut about 42 percent of ads in websites, but doesn't go all the way with full-on ad blocker and will not always be able to stop ad trackers.

"We're encouraged by early results showing industry shifts away from intrusive ad experiences, and look forwarding to continued collaboration with the industry toward a future where Chrome's ad filtering technology will not be needed", Google concluded. Site owners can see the status of their websites through Ad Experience Report API. Now, Google going all-in with a set of criteria for what ads will be kosher in Chrome.

Critics have noted that among the types of ads that are not being targeted are pre-roll video ads, such as the type that run on Google-owned YouTube.

Following multinational technology company, Google's announcement in June a year ago about a new feature that will remove "intrusive" ads, users can now finally say goodbye to these ads, reports The Verge. Several publishers were warned months in advance that their ads were in violation of the standards and have brought them up to snuff, including the Chicago Tribune, the Los Angeles Times, The Wrap and In Touch Weekly.

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