Google Chrome CRACKDOWN: Google vows to eradicate spam ads from TOMORROW

Google: We're about to turn on Chrome's partial ad blocker against disruptive ads

Google Chrome CRACKDOWN: Google vows to eradicate spam ads from TOMORROW

Rahul Roy-Chowdhury said: "We've already seen more and more people express their discontent with annoying ads by installing ad blockers, but blocking all ads can hurt sites or advertisers who aren't doing anything disruptive". An integrated ad blocker for Chrome was in the works since past year and we can expect to see it in action soon.

Google is finally introducing a built-in ad blocker for Chrome, saving millions of users from seeing annoying ads.

Some users may look at the new ad blocker as a way for Google to undercut competition, but the company assures the new rules will apply to its own ads. The policy classifies various kinds of "intrusive" ads (such as flashing animated ads) and lays out which web pages violate standards for things like high ad density and prestitial ads with countdown.

If you end up on a site where Chrome is blocking ads, you'll see a small pop-up in Chrome (yeah - Chrome will pop up a notification to alert you when it blocked a pop-up...) that gives you the option to sidestep the ad blocker and allow ads on that site. Created to filter out the most intrusive and annoying ads, the company hopes that the Google Chrome ad blocker will encourage websites to implement better advertising practices that accomplish their goals without negatively affecting the overall user experience.

So, this seems like a sound move overall, as not many people will argue against having those more frustrating and annoying ads blocked. Pubs with a failing status are alerted and get a 30-day grace period to mend their ways before Chrome starts blocking ads.

The idea is not to block adverts in the traditional "let's starve the revenue of the site because we think everything should be free" sense, but rather the "adverts are important, but some of them are absolutely ridiculous and intrusive, so let's nip that in bud" sense. Enter your email to be subscribed to our newsletter.

Google: We're about to turn on Chrome's partial ad blocker against disruptive ads

Chrome will also help evaluate sites according to the types of ads they use. "The standard is being applied evenly and we'll be removing Google ads from sites if they're in violation". If a match is found in cross-checking, Chrome will block the request and prevent the ad from being displayed on the page. The Web giant will then "remove ads from sites that continue to maintain a problematic ads experience", Bentzel wrote.

Google claims the pressure it's putting on sites to clean up their ads is already seeing results, and that 42 percent of sites that were failing the Better Ads Standards are now passing.

In early February, Google said that just 1% of publishers are not compliant, based on an audit of more than 100,000 sites across North America and Europe.

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

But while Google is positioning itself as a benevolent protector of the web and a defender of its users, the move is still off-putting because it's not hard to see how easily Google could tweak the Chrome ad blocker's functionality to benefit its own ads, or disadvantage those of competing ad companies.

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