Google to activate Chrome's native ad blocker on February 15

Google to activate Chrome's native ad blocker on February 15

This won't block all ads on all websites - instead, it'll stop those that are deemed overly annoying or intrusive. Site owners can then submit their sites for a review after any violating ads have been removed.

Better Ads standards mean no pop-up ads, no ads that prevent web content from being displayed until a timer counts down, no ads that cover large portions of a website and no video ads that automatically play audio.

Announced on Monday, the Coalition for Better Ads Experience Program is a voluntary initiative created to improve the online ad experience for both consumers and publishers. Beginning in January, the group will certify publishers and supply-side networks that agree to abide by the standards and block ads to those that don't. The four types of unacceptable desktop ads are considered just as bad on mobile, but they're joined by flashing animated ads, postitial ads with countdowns, full-screen scrollover ads, and sites that have an ad density greater than 30%. But now we know exactly when: February 15, 2018 (via VentureBeat) is the go-live date provided by the company for introduction of its built-in enforcement of the standards established by the Coalition for Better Ads, of which it is a member.

Google to activate Chrome's native ad blocker on February 15
Google to activate Chrome's native ad blocker on February 15

The goal seems to be for Google to cut back on users' use of third-party ad blockers that ban all ads outright. If you receive a failing score or want to check your score, you can do so in Google's Webmaster Tools and the Ad Experience Report.

Sites that are in violation of these guidelines can be reported to Google's Ad Experience Report.

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

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