Google's Chrome ad blocker is coming, but may be ineffectual

Google's Chrome ad blocker is coming, but may be ineffectual

So again, on February 15, if your website is failing with ad standards, it won't show ads any longer in Chrome on both desktop and mobile. After all, since Google relies on ads to make a lot of its revenue, that would be an ill-advised move.

Following a report that came out in April, Google announced in June that it'd be introducing a new feature to its Chrome web browser that blocked obtrusive advertisements.

Earlier this year, Google announced plans to implement an in-browser ad blocker within Chrome. One can probably guess numerous types of ads that won't meet the guidelines: full-page interstitial ads, ads that play sound unexpectedly, and pop-ups, among others. On Tuesday, the company said that starting February 15, the browser would block all ads on sites that repeatedly show autoplay videos and full-page or pop-up ads.

The revelation follows a Monday reveal by the Coalition for Better Ads of guidelines for companies like Google to create better web browsing experiences. Site owners can then submit their sites for a review after any violating ads have been removed.

Google's Chrome ad blocker is coming, but may be ineffectual

Google today confirmed that Chrome will automatically block all ads from sites that have a "failing" status in the Ad Experience Report for more than 30 days. Google's Ad Experience program will allow the appearance of a non-compliant ad in 7.5% of all pages served by a site in the first two months after February 15.

In fact, it appears Google will only be blocking ads on websites who have registered with the Coalition for Better Ads, and registration is voluntary and may actually carry some fees.

Google is taking an all-or-nothing approach with the ad blocking.

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