Published: Thu, January 10, 2019
Tech | By

Chrome prepares major ad blocker update


Last year Google rolled out what was effectively a built-in adblocker for Chrome - though it only applied to "intrusive" ads that didn't meet the standards set by the Coalition for Better Ads.

The initiative was put to action after Google joined the Coalition for Better Ads to improve the online ads, however, these changes were so far limited to US, Canada, and Europe.

Once the filter goes live, Google has said that it will block out 12 different types of ads identified as causing frustration to users.

When the Better Ads Standards were first developed they only applied to sites in North America and Europe.

Google, which makes the overwhelming majority of its revenue through its in-house advertising platforms, raised eyebrows back in April 2017 when it began work on adding native ad-blocking capabilities to its Chrome browser. Now, the Coalition is expanding - and Google is following suit by expanding the on-by-default blocker to all global users later this year.


On the mobile side, eight types of ads have been banned including pop-up ads, prestitial ads, ad density higher than 30 per cent, flashing animated ads, auto-playing videos with sound, postital ads with countdowns, full-screen scrollover ads and large sticky ads. Chrome's ad-blocking mechanism will follow a set of guidelines called the "Better Ads Standards" to determine if an ad exhibits spammy behaviour and whether it should be blocked.

The launch of Chrome's ad-blocking capability was, initially, limited to North America and Europe, being the only two regions in which the Coalition for Better Ads operated.

Google's ad filtering policies have been able to push publishers who were using abusive ad experiences to clean up their sites so that they are no longer failing. This means that Google is expanding the reach of Chrome's ad blocker on its own servers and not through the program itself.

Out of millions of sites reviewed to date, Google says less than 1% have had their ads filtered.

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