Saturday, 19 January, 2019

Google Chrome's built-in ad blocker to roll out worldwide on July 9

Kayla Schwartz | 10 January, 2019, 23:42

The in-house Google Chrome ad-blocker, which was initially launched for United States, Canada, and Europe past year, is ready to roll out worldwide on July 9th, Google said in a blog post.

The 12 ad formats deemed particularly annoying based on the Coalition for Better Ads survey data. It doesn't block all ads, but only ads on sites that feature intrusive adverts that have a negative impact on users' internet browsing experience.

The expanded ad-blocking functionality in Chrome will go live on July 9th, Google has confirmed.

It's an expansion to an ad-blocking feature launched in February past year that initially focused on sites in North America and Europe.

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In December, Google rolled out Chrome 71 which blocks many abusive ads such as fake messages, unexpected click areas, misleading site behavior, phishing, auto-redirects, etc.

"We follow the Better Ads Standards when determining which websites to filter ads on in Chrome. As per the Better Ads Standards guidelines, pop-ups, full-screen ads with a countdown that appear before a website's content is shown ('prestitial"), auto-play videos with sound and large sticky ads will be classified as obtrusive on desktop and will accordingly be blocked. Now, the Coalition is expanding - and Google is following suit by expanding the on-by-default blocker to all worldwide users later this year. Google analyzes sites and warns those with overly intrusive ads that they'll be added to a blacklist if they don't change their ways.

"In the U.S., Canada, and Europe, website owners have successfully been able to make changes to the ads on their sites". As of January 1, 2019, two thirds of all publishers who were at one time non-compliant to the Better Ads Standards are now in good standing. "Further, out of millions of sites we've reviewed to date, less than 1% have had their ads filtered". As of July 9, the same ad blocking practices will affect sites in all countries.

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