Sunday, 20 January, 2019


Google Chrome's built-in ad blocker to roll out worldwide on July 9

Melba Vasquez | 10 January, 2019, 23:42

Google has confirmed that it is making the native ad-block functionality in its Chrome web browser an worldwide experience, starting in July this year.

The 12 ad formats deemed particularly annoying based on the Coalition for Better Ads survey data. In a blog post, Google revealed that the aforesaid guidelines identify 12 types of objectionable advertising strategies which publishers and advertisers should avoid, or else, the ads will be blocked.

Chrome has been ostensibly blocking these "intrusive" ads for many of us since past year, but it will start following the same behavior in the rest of the world beginning on July 9th.

The initial update only affected sites in North America and Europe. Chrome's enforcement of the Coalition's standards has inspired many website owners to improve the advertising experience on their sites in a way that benefits users. If a website is found to be repeatedly displaying any of the ad types that are blocked by the filter, Google will stop display all ads on its pages.

Google announced native ad-filtering on Chrome for mobile and desktop back in 2017 to ensure that users are not pestered by spammy ads which ruin their Web browsing experience.

"In the U.S., Canada, and Europe, website owners have successfully been able to make changes to the ads on their sites". Google analyzes sites and warns those with overly intrusive ads that they'll be added to a blacklist if they don't change their ways. As of July 9, the same ad blocking practices will affect sites in all countries. Google has said that the new filter feature has already pushed a number of publishers into adopting better ads, with two-thirds of all publishers who had non-compliant ads on their site are now compliant with the company's new filter policy, with Google reporting that less than 1% of of sites have had their ads filtered. Further, out of millions of sites we've reviewed to date, less than 1 percent have had their ads filtered.

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