Tech

Google Chrome Ad Blocker Expands Worldwide Starting July 9th

Google Chrome Ad Blocker Expands Worldwide Starting July 9th

As was the case with the initial rollout of its ad blocker, the date does not coincide with a new version of its browser as Chrome 76 will arrive on May 30th and Chrome 77 is set to launch on July 25th. Today, Google has announced that they will be expanding their ad filter to the rest of the world starting on July 9th 2019.

Google follows the "Better Ads Standards" when determining which websites to filter ads on in Chrome, which was developed by the Coalition for Better Ads. A full list of the least liked and abusive ads under the Better Ads Standards can be seen below.

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. That includes formats such as pop-ups, prestitials and auto-play video ads among others. Now, the Coalition is expanding - and Google is following suit by expanding the on-by-default blocker to all global users later this year.

Starting Wednesday, publishers worldwide can use the Ad Experience Report tool to check if they've displayed intrusive ads on their sites.

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"In the U.S., Canada, and Europe, website owners have successfully been able to make changes to the ads on their sites".

Reports of Chrome getting a native ad-blocking feature first emerged in April 2017, and two months later, Google officially confirmed that the browser will indeed get the useful functionality. 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. This means that Google is expanding the reach of Chrome's ad blocker on its own servers and not through the program itself.

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. Also, less than 1 percent of websites had their ads filtered out of millions of sites the company reviewed.


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