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Google Chrome to bring out its own ad blocker in February

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by Surabhi Nijhawan

Google Chrome will rollout its native ad blocker on February 15, 2018, on both mobile and desktop platforms. Earlier this year they had announced introducing the same to reduce ‘frustrating experiences’ online.

Starting on February 15, in line with the Coalition’s guidelines, Chrome will remove all ads from sites that have a “failing” status in the Ad Experience Report for more than 30 days,’ said the update shared by the tech giant. The improved ads will be available on the desktop and mobile platforms in Europe and North America.

The kinds of ads that will be removed

According to the new standards, pop-up ads, auto-play, countdown ads and large sticky ads will disappear from the desktop. The same goes for mobile ads with an addition of full-screen scroll over ads, and large sticky ads says Gadget 360.

How does this impact the users/publishers?

Of course, this might stop users from installing ad blockers. This will affect websites using ads that do not comply with the new guidelines.  Google will inform websites that contain bad ads and of a potential blocking using its Ad Experience Report tool, reported the Verge. The failure to meet these regulations will lead to blocking of ads by Google. The publication argues that this program will give Google more power on web advertising.

Tools for better advertising

In June 2017, Google had joined the Coalition of Better Ads, a group committed to improving the online ad experience and introduced two tools to start work towards creating improved ads.

The Ad experience report – this was to elaborate new standards and make the publishers aware of how the ads may change going forward, what would work and what won’t work.

Funding choices, that was shared in beta, allowing visitors to enable ads or remove all of them. ‘Publishers can show a customized message to visitors using an ad blocker, inviting them to either enable ads on their site or pay for a pass that removes all ads on that site through the new Google Contributor’ said Google about the new tool.

What is Coalition of Better Ads?

Google had joined Coalition of Better Ads in June 2017, a group that works towards improving web ads. Through research, CBA had first listed a series of Better Ads Standards in March 2017 after analysing consumer experiences on computer and mobile.  Going forward, in January 2018, the Coalition will start with the ‘Better Ads Experience Program, a voluntary initiative for industry participants to improve the online ad experience for consumers and promote marketplace adoption of the Better Ad Standards’ said the company. 

What will the Coalition of Better Ads do?

  • They have created a framework that will certify web publishers that agree to give up on ‘the most disruptive ads’ as identified by the organisation.
  • Further, they will accredit web browsers and ad companies that will be keeping a check on publishers’ compliance with the rules and filter web ads based on the same.


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