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Google Chrome's Native Ad Blocker Detailed Ahead of Launch on Thursday

14 February 2018

Starting Thursday, said the company, all advertisements on websites that repeatedly bombard users with intrusive ads will be blocked by default. It also detailed how the ad blocker - what it calls an "ad filter" - would work. Should a site receive a failing grade, Chrome will filter out adverts on that site, preventing pages from displaying them on that site.

For a firm that relies heavily on advertising revenue, it might seem counter-intuitive to want to block ads; Google says that the goal of the ad filter isn't to filter all ads or even to filter any ads at all despite what the name implies.

Put another way, 1 in every 40 pageviews is allowed to have a non-compliant ad and a site will still get all its expected ad revenue from Chrome users.

"It's important to note that some sites affected by this change may also contain Google ads". A single ad violating the standards will not be enough, however, to block all ads on a site.

Evaluate how well sites comply with the Better Ads Standards.

To ascertain which ads are not to be shown, Google is using the Better Ads Standards from the Coalition for Better Ads which is an industry group dedicated to improving the online ad experience.

While earlier, limited bandwidth and processing capacities at the user level restricted the kind and scope of advertising that could be embedded in pages, today, the rising power of terminal devices and bandwidth of internet connections have made auto-playing video ads a regular feature of many high-traffic websites. These ad-related patterns can include Google's own platforms - AdSense and DoubleClick. Let us know if there is a significant change in your Chrome browsing experience, both in your desktop and mobile. Meanwhile, on desktop, the interface is similar to Chrome's existing pop-up blocker in the right side of the Omnibar.

Google is making that rating accessible via its Ad Experience Export API and to site owners through the Ad Experience Report in the Google Search Console. As of February 12, 42 percent of sites which were failing the Better Ads Standards have resolved their issues and are now passing. These ads are created to be disruptive and often stand in the way of people using their browsers for their intended purpose-connecting them to content and information.

"It's clear that annoying ads degrade what we all love about the web", he said. Instead, Google will focus on filtering disruptive ad experiences in order to keep the ecosystem of the web healthy and maintain a balance. And if you want to block ads in Chrome, you'll still need a third-party extension.

Google Chrome's Native Ad Blocker Detailed Ahead of Launch on Thursday