Friday, 23 February, 2018

We Can Finally See Chrome's Integrated Ad Blocker at Work Soon

Chrome to start blocking ads on sites that violate Better Ads Standards Google: We're about to turn on Chrome's partial ad blocker against disruptive ads
Doris Mccormick | 14 February, 2018, 19:58

"Although a few of the ad experiences that violate the Better Ads Standards are problems in the advertisement itself, the majority of problematic ad experiences are controlled by the site owner", Chrome Engineering Manager Chris Bentzel explained in a blog post.

In a recently published blog post by Chris Bentzel, a Google partnerships manager, he describes numerous offending ad formats that are helping to spur this trend, such as high ad density, full-page prestitial ad formats that block editorial content, or indeed flashing animated ads (see image). "And the new Chrome 'ad filter, ' in combination with Google Contributor, could actually offer a second life to beleaguered web businesses that rely on ad revenue".

While most advertising on the web is respectful of user experience, over the years we've increasingly heard from our users that some advertising can be particularly intrusive.

For end users, nearly all of this work will go on behind the scenes, as Chrome's ad filters will recognize websites with a Failing rating and block network requests for images or Javascript when loading a page, effectively removing the ads entirely.

What makes this an even bigger deal is that Chrome won't just block the obtrusive ads. On desktop, the ad blocking notification is said to look similar to Chrome's existing pop-up blocker.

When users visit a publisher, Chrome's blocker checks to see if the page in question belongs to a failing site.

Google will evaluate sites for violations of the Better Ads Standards by examining a sample of pages from the site. Enter your email to be subscribed to our newsletter.

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Interestingly enough, Chrome will also give users the option to disable ad blocking by selecting "allow ads on this site".

As of February 12, 42 percent of sites that were previously failing the Better Ads Standards have resolved their issues.

So from now on, when you open a web page in Chrome and it contains one of the ads that are not up to these standards, it'll block them. This means that a lot of websites are yet to comply with Google's new guidelines, but Schoen thinks they'll most likely do so once they see the effects of the upcoming changes. "There's also a 30 day grace period to get them to change their experiences", she says, adding that more than 99% of publishers have little to fear.

A Google Chrome ad blocker will be implemented by default starting on February 15th. Display ads on the YouTube desktop site will also be reviewed against the Better Ads Standard. This set of patterns is based on the public EasyList filter rules and includes patterns matching many ad providers including Google's own ad platforms, AdSense and DoubleClick. Google is working towards "a future where Chrome's ad filtering technology will not be needed".

That's why Google recently joined an industry group dedicated to improving online ads, called the Coalition for Better Ads.

The goal of the blocker is to make surfing the web more enjoyable, not to throttle a legit publisher's need to monetize. He went on to discuss the company's plans for the Google Chrome ad blocker.

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