Google Chrome’s ad-blocking feature will roll out worldwide in July

Google Chrome to Expand Ad Blocking Worldwide on July 9th

Once the filter kicks in worldwide, Google will block out 12 different types of ads that users have found to be annoying to deal with.

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.

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

Google, which makes the overwhelming majority of its revenue through its in-house advertising platforms, raised eyebrows back in April 2017 when it began work on adding native ad-blocking capabilities to its Chrome browser. Among them are auto-playing ads with sound, flashing animated ads, and ads occupying inordinately large areas of the display.

The initial update only affected sites in North America and Europe.

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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. Today, the Better Ads Standards lists 12 ad experiences that are considered to have a negative impact.

The Coalition is expanding its standards to cover all countries, which has prompted Google's forthcoming Chrome update. It's been great news for those of us in the U.S., Canada, and Europe so far, as it means tens of thousands of websites no longer display those aggressive adverts.

The expanded ad-blocking functionality in Chrome will go live on July 9th, Google has confirmed. "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", said Ben Galbraith, Senior Director of Product for Google Chrome.

Google recommends that you do not change this setting and allow Chrome to continue blocking ads on abusive sites in order to protect you from malware and other unwanted experiences. Also, less than 1 percent of websites had their ads filtered out of millions of sites the company reviewed.

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