Google announces new ad-blocking features coming to Chrome tomorrow

Google announces new ad-blocking features coming to Chrome tomorrow

Chrome is using the Better Ads Standards from the Coalition for Better Ads, an industry group dedicated to improving the experience of the ads on the web.

Google announced past year that Chrome would incorporate an ad blocker in order to improve the browsing experience on the web. It's worth noting that while Google made some modifications to those rules, it doesn't exempt its own ad networks from this exercise.

"It's important that we work to maintain a balance-and if left unchecked, disruptive ads have the potential to derail the entire system", the VP said.

Basically, what will happen is that all ads on websites that have been found to fail the Better Ads Experience Program. Chrome will check a site against known ad-related URL patterns from the EasyList filter, blocking the request is there's a match.

That said, the feature still requires Chrome 64 or higher, a Google spokesperson confirmed to VentureBeat.

With billions of Chrome users worldwide, it's not hard to see why website owners would be so eager to stick to Google's new guidelines. The company did not comment on when Chrome's ad filter would come to iOS. As a result, Google is taking a three-step process to tackling these bad ads by evaluating sites, informing sites of issues, and then allowing sites to correct problems before a block is enforced. For mobile users, the notification will be in the form of a small infobar at the bottom of the screen (as seen above). Display ads on the YouTube desktop site will also be reviewed against the Better Ads Standard. If a site is in violation, ads from AdSense and DoubleClick will also be blocked. The coalition appears to be leaving some room for error so as not to punish sites that are genuinely trying to serve compliant ads.

On desktop, there are four types of ads the coalition has banned: pop-up ads, auto-playing video ads with sound, prestitial ads with countdown, and large sticky ads. Ad experiences including videos that play automatically at "full blast", giant pop-ups "where you can't seem to find the exit icon", are going away.


For a full list of ads to use instead, Google offers a best practices guide.

There are two key elements to the plan, consisting of how it's decided which ads are unacceptable and, secondly, the monitoring and enforcement process to determine the sites on which Chrome will no longer show ads. "The standard is being applied evenly and we'll be removing Google ads from sites if they're in violation".

"The majority of problematic ad experiences are controlled by the site owner", explains Chris Bentzel, Chrome engineering manager. "There's also a 30 day grace period to get them to change their experiences", she says, adding that more than 99% of publishers have little to fear. Google reports that 42% of the sites that were reported to have failed the standard have already fixed their issues. Indeed, the company insists that it is looking forward to "continued collaboration with the industry toward a future where Chrome's ad filtering technology will not be needed".

But money is important to both Google and the online companies that make money from advertising. These ads are created to be disruptive and often stand in the way of people using their browsers for their intended purpose-connecting them to content and information.

"By focusing on filtering out disruptive ad experiences, we can help keep the entire ecosystem of the web healthy, and give people a significantly better user experience than they have today".

Until then, users will see a message on their screens notifying them that ads are being blocked, along with an option to disable the blocking.

Related Articles

  • Sens trade Dion Phaneuf to Kings for Gaborik

    Sens trade Dion Phaneuf to Kings for Gaborik

    He also plays with a physical edge which complements our line-up well. I am going to go there and do the best I can to help their team".
    New antibiotic unearthed from the dirt

    New antibiotic unearthed from the dirt

    Antibiotics were found using genetic sequencing techniques and were used to screen through the thousands of soil bacteria. Brady says there are at least 10,000 bacteria under each footprint of soil, majority still unidentified.
    CPI inflation eases to 5.1% in January 2018

    CPI inflation eases to 5.1% in January 2018

    The central bank warned that it would closely monitor inflation but also said economic growth needed to be "carefully nurtured". However, the inflation jumped for pulses and products to -20.19%, spices -1.43% and meat and fish 4.34% in January 2018.
  • Pence: 'No daylight' between USA , allies on North Korea

    Pence: 'No daylight' between USA , allies on North Korea

    The meeting between President Moon and the DPRK delegates was held informally, not made open to the media. He also called for the need of a quick resumption of dialogue between North Korea and the United States.
    Moto E5 Play Leaked in Render Images

    Moto E5 Play Leaked in Render Images

    The Moto E5 Play has a fingerprint sensor on the back, just like the E5, and the aspect ratio is the same as well, at 16:9. The front of the smartphone seems to house only a single selfie camera accompanied with LED flash for low-light selfies.
    VP Pence: US, South Korea, Japan Committed To Ending NK Threats

    VP Pence: US, South Korea, Japan Committed To Ending NK Threats

    Kim's sister at the Pyeongchang Olympics and given conditional consent to a bilateral summit in the North. After the game, the entire group walked around to the Koreans' bench to greet them and pose for photos.
  • Sadness, anger mark vigil for Indigenous shooting victim Colten Boushie

    Sadness, anger mark vigil for Indigenous shooting victim Colten Boushie

    It's interesting how easily some people forgive their own trespasses but are so unwilling to forgive trespasses against them. The grumbles spoke to a suspicion in some quarters that the on a judicial proceeding - a case that might still be appealed.
    Arsenal goalkeeper Petr Cech hails Ryan Mason as an 'inspiration'

    Arsenal goalkeeper Petr Cech hails Ryan Mason as an 'inspiration'

    Everybody at Chelsea Football Club sends our best wishes to Ryan Mason following his retirement. He was talking a lot with us, the coaching staff and [academy manager] John McDermott .
    Valley woman suffering from rare disease, wakes with British accent

    Valley woman suffering from rare disease, wakes with British accent

    FAS is extremely rare and usually appears as a outcome of a stroke, brain damage, and in Meyers' case, underlying medical issues. There's a medical reason for Meyers' problem - she's been diagnosed with a disorder called Foreign Accent Syndrome (FAS ).
  • Rajasthan CM doles out goodies for farmers, students with eye on polls

    Rajasthan CM doles out goodies for farmers, students with eye on polls

    Free Wi-Fi government colleges and free travel facility to interview aspirants for competitive exams conducted by UPSC, RPSC etc. The Raje government had announced a Rs 20,000 crore package after a two-week long protest by thousands of farmers in Sikar.
    Trump won't declassify Democratic memo, cites national security concerns

    Trump won't declassify Democratic memo, cites national security concerns

    We have some breaking news tonight about those competing Democratic and Republican memos from the House Intelligence Committee. The FBI had warned that the Republican memo left out crucial information that could have an impact on its accuracy.
    U.S.  secretary of state, on Mideast trip, holds talks in Cairo

    U.S. secretary of state, on Mideast trip, holds talks in Cairo

    The timing is sensitive; El-Sissi is seeking a second four-year term in office, with no serious competition in the March election. Still, he hopes to make headway toward ending a dispute between Qatar, Saudi Arabia and the United Arab Emirates.