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Chrome's new ad-blocking explained

15 February 2018

Google, frustrated with "annoying" advertisements involving techniques such as pop-ups and loudly auto-playing videos, is from Thursday using its Chrome browser to strike back.

Blocking will occur on a site-by-site basis, and not simply based on certain ad types, so ad serving technology need not worry going out of business.

As part of the process, Chrome will remove ads from those sites that do not follow the Better Ads Standard.

"The most intrusive ad experiences include prestitial ads (those full-page ads that block you from seeing the content on the page) and flashing animated ads", blogged Chris Bentzel, Chrome's engineering manager, citing a survey of 40,000 U.S. and European web users.

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The move stems from the Coalition for Better Ads (CBA), whose members include major marketers, Google, Facebook and major news publishers.

Chrome is the most-used Web browser around the world.

The Chrome browser is in use on approximately 60% of computers and mobile devices, according to statistics from Stat Counter, W3Counter and Net Applications. Apple's Safari came in second for mobile with 28% and Firefox was second for desktops and laptops with 12%.

Given all of this it's easy to see why Google needed to act. And, if Google wants to avoid adding to its various antitrust woes, it would certainly be best for the company if this ad-blocking measure doesn't turn out to unfairly benefit it. Which is good. As a publisher, we ban those ads on our site already. Yes, pop-up ads are blocked, and Google will be informing you with a pop-up notification.

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This highlighted their particular aversion to formats such as full-page ad interstitials, ads that unexpectedly play sound, and flashing ads.

Upon identification, Google will be categorizing the websites with the status of Passing, Warning, or Failing.

Roy-Chowdhury says all publishers can explore resources here to find out if their adverts contravene the standards.

But the company said it won't block all ads, only those deemed most intrusive by researchers at the Coalition for Better Ads.

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"The Web is an ecosystem composed of consumers, content producers, hosting providers, advertisers, Web designers, and many others". Only sufficiently annoying ads will get the boot.

Chrome's new ad-blocking explained