Google announces new ad-blocking features coming to Chrome tomorrow

Chrome to start blocking ads on sites that violate Better Ads Standards

If there is a match, Chrome will block the request, preventing the ad from displaying on the page.

Google claims that this initiative is already yielding results, as 42 percent of previously failing sites have already started removing annoying ads to better conform to the Better Ads Standards.

Unlike certain ad blocker programs, Chrome will not block absolutely every ad you encounter.

Ahead of the rollout, the search giant has detailed how the new standards will impact users and website owners.

Instead, Google is looking to erase the kind of advertising that negatively affects the end user's experience and drives them to install ad-blocking extensions that reduce the flow of revenue to publishers and, to quote Google, threaten "the sustainability of the web ecosystem". Developers will be able to access their evaluation on the Ad Experience Report API page.

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Initially, Google's Chrome browser will evaluate sites by examining a sample of pages.

Chrome is using the Better Ads Standards from the Coalition for Better Ads, an industry group dedicated to improving the experience of the ads on the web. Let us know if there is a significant change in your Chrome browsing experience, both in your desktop and mobile. 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.

While earlier, limited bandwidth and processing capacities at the user level restricted the kind and scope of advertising that could be embedded in pages, today, the rising power of terminal devices and bandwidth of internet connections have made auto-playing video ads a regular feature of many high-traffic websites. Meanwhile, on desktop, the interface is similar to Chrome's existing pop-up blocker in the right side of the Omnibar. Those sites with a failing status will be subject to what Google calls 'ad filtering', which will come into effect 30 calendar days from the date it sends an email to the site owners.

"It's important that we work to maintain a balance-and if left unchecked, disruptive ads have the potential to derail the entire system", the VP said. These ads are created to be disruptive and get in the way of people who just want to use their browser to access the content they want. And we have to admit, some ads are actually not that annoying and may even lead us to something we actually want or need.

"It's clear that annoying ads degrade what we all love about the web".

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