Chrome will start filtering disruptive ads worldwide in July

Joanna Estrada
January 11, 2019

Google has confirmed that it is making the native ad-block functionality in its Chrome web browser an worldwide experience, starting in July this year.

Hopefully, this will encourage marketers to adhere to the Coalition's ad standards, and not devise new ways to skirt the guidelines and annoy users.

The Better Ads Standards consists of 12 ad experiences that research found to be particularly annoying to users.

In February 2018, Google rolled out an update to Chrome created to block abusive ad experiences. The 12 different types of ads that will be blocked include pop-ups, auto-playing videos, full-screen ads, along with pre-stitial ads that generally appear before a page has even fully loaded.

When filtering ads, Chrome follows the Better Ads Standards to determine if a site is displaying abusive ad experiences. As Chrome follows the same standards, Google has chose to expand their coverage on the same date to stay aligned with the Coalition. According to Google, two thirds of publishers whose sites were labelled as non-compliant in the past are now in good standing and less than one per cent of all of the sites it has reviewed have had their ads filtered.

Google reports positive results after implementing ad blocking in Chrome a year ago. This means that Google is expanding the reach of Chrome's ad blocker on its own servers and not through the program itself.

"Further, out of millions of sites we've reviewed to date, less than 1% have had their ads filtered", Galbraith added. Google will first warn the concerned parties if an ad is detrimental to users' web experience, and if they fail to take necessary action, Chrome will block them on the website. From their they can toggle the setting for "Blocked on sites that show intrusive or misleading ads (recommended)" to "Allowed" as shown below.

Google says the overall aim isn't to block bad ads, but to encourage outlets to improve the way they deliver them - and it seems to be working.

Other reports by Click Lancashire

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