Chrome to start blocking annoying ads

Google the maker of the most popular web browser in the world has decided to crack the whip on intrusive advertisements

Google the maker of the most popular web browser in the world has decided to crack the whip on intrusive advertisements

As we noted a year ago, the February 15 date is not tied to a specific Chrome version (Chrome 64 launched on January 24 and Chrome 65 is slated for an early March launch), leading us to guess at the time that Chrome's ad blocker was server-side. On mobile, a notification will appear in an infobar at the bottom of the screen, while desktop users will get a message indicating that a block has occurred along with the option to disable the setting. (Hey, if you like watching full-page video ads that blast music on max volume, then more power to you.) The browser will tell you that it blocked ads on the site, and it will give you the choice to allow them to load whenever you visit.

For end users, nearly all of this work will go on behind the scenes, as Chrome's ad filters will recognize websites with a Failing rating and block network requests for images or Javascript when loading a page, effectively removing the ads entirely. Creative issues are shown on the site through ad tags such as flashing animated ads of AutoPlay videos with sound. A single ad violating the standards will not be enough, however, to block all ads on a site.

Ahead of the rollout, the search giant has detailed how the new standards will impact users and website owners. Those sites with a failing status will be subject to what Google calls 'ad filtering', which will come into effect 30 calendar days from the date it sends an email to the site owners.

The organization's Better Ads Standards are based on a survey of some 40,000 internet users from North America and Europe. Should a site receive a failing grade, Chrome will filter out adverts on that site, preventing pages from displaying them on that site.

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Some of the websites affected by this change could also contain Google ads, Mr Roy-Chowdhury confirmed. Meanwhile, on desktop, the interface is similar to Chrome's existing pop-up blocker in the right side of the Omnibar.

Google claims that its ultimate goal is "not to filter any ads at all but to improve the experience for all web users". As of February 12, 42 percent of sites which were failing the Better Ads Standards have resolved their issues and are now passing.

"It's clear that annoying ads degrade what we all love about the web".

Rahul Roy-Chowdhury said: "We've already seen more and more people express their discontent with annoying ads by installing ad blockers, but blocking all ads can hurt sites or advertisers who aren't doing anything disruptive". Put simply, websites would have to play by the Coalition's rules, or risk losing ad revenue from Chrome users.

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