Chrome has (on February 15) enabled a built-in ad blocker. The ad blocker on Google Chrome is designed as to annihilate some of the most annoying ads on the web and depress the website owners to stop using them.
Google doesn’t plan to wipe out or annihilate all the ads from the web. The Blocking will take place if the ads violate the Standards set by the Coalition for Better Ads.Over 40,000 people took part in surveys to determine the worst offenders.
Ads such as Full Page Ads, Ads that autoplay sound or video and flashing ads will be targeted by Chrome’s ad filtering system, which, hopefully, would result in a reduction of the levels of annoying ads on a website.
Google revealed exactly what ads will be blocked, and how the company notifies the site owners before the block is put into place.
On the desktop, Google would (plans to) be blocking pop-up ads, large sticky ads, auto-play video ads with sound, and ads that appear on a site with a countdown blocking you before the content loads.
Google is stricter about is Moblie Ad-Blocking, filtering out pop-up ads, ads that are displayed before content loads (with or without a countdown), auto-play video ads with sound, large sticky ads, flashing animated ads, fullscreen scroll over ads, and ads that are particularly dense.
“The majority of problematic ad experiences are controlled by the site owner,” explains Chris Bentzel, Chrome engineering manager.
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.
Google is evaluating sites based on the Better Ads standards and then rating them as a pass, warning, or failing. Site owners can access these evaluations using an API, and sites can be re-reviewed after bad ads have been addressed. If a site has been found to have a high number of violations and the owner ignores Google’s notification of these violations then Chrome will start blocking all ads on the site after 30 days, not just ads that violate the standards. In other words, blocking will occur on a site-by-site basis, and not simply based on certain ad types.
The ad blocker itself will show up in Chrome’s address bar on the desktop (similar to a pop-up blocker icon), and on mobile, a small prompt at the bottom of the screen will show that ads are blocked on a site.
Both desktop and mobile users will have the option to allow ads on a site that’s automatically blocked.
Once the Ads on the site gets blocked in Chrome they will be filtered at the network level from loading at all. The site will be checked against ad related patterns in the URL from the Easy List Filter by Chrome, Blocking it (ads on a website) if there’s a match.
Google says that the aim of the ad blocker is to improve web ads and that 42 percent of sites that were failing the Better Ads standards have resolved their issues already.
Google’s Chrome ad blocking is likely to face criticism from advertisers and publishers, but if it achieves its goal of improving web Ad standards then it’ll be a good thing for the entire industry and Google doesn’t want to kill ads entirely as it makes the vast majority of its revenue through its ad network — or about $95 billion in 2017.