Google will automatically block intrusive ads in Chrome for Android and desktop from Thursday, February 15th.
The change was made in June . This will ensure that the predominant browser used by 56% or more internet users blocks some of the most annoying ads such as full-page prestitial advertisements and flashing animated ads.
Rahul Rahul Roy-Chowdhury (Vice President for Chrome) stated that annoying ads are a major source of frustration. The ads are disruptive and can block people’s ability to use their browsers as intended, connecting them with information or content. We all enjoy the web, but annoying ads can ruin it.
Any sites showing ads that are repeatedly displayed any of the following disruptive ads will be removed by the built-in adblocker. The list was created by the Coalition for Better Ads, a consortium of online media and advertising companies, including Google, Facebook Microsoft, Proctor & Gamble and Unilever.
Any type of ad that appears on the screen, is loud, distracting, or doesn’t disappear, will be listed as banned. Sites with an advertising density greater than 30% are also included.
Image alt=”Coalition for Better Ads Better Ad Standards” class=”dcr-1989ovb” height=”413″ src=”https://i.guim.co.uk/img/media/ae1a0ad72afa8db31c9eeacbaa7be55dd3fc4550/0_0_991_413/master/991.jpg?width=445&quality=45&auto=format&fit=max&dpr=2&s=4296a830ac364a7dd10df45a93ebd1a0″ width=”991″/>
Ads deemed intrusive or harmful by the Coalition for Better Ads Better are blocked by Chrome.
Image: Coalition for Better Ads Better
“Although some of the ads violate Better Ads Standards may be problems within the advertisement, the vast majority of problem ad experience are controlled by the site operator — such as prestitial ads or high ad density,” Chris Bentzel (engineering manager, Chromium).
Bentzel explained how Chrome’s approach is very different from the other adblocking programs. Google will not block any ads. It will instead inform websites violating CBA guidelines. They have 30 days to fix the issue and then only allow ads to be blocked from those sites.
Chrome will notify users if they land on sites where the ads have been blocked. This allows them to permit adverts.
Chrome will alert users when ads are blocked on a specific site.
Bentzel said, “Our goal isn’t to filter any ads at ALL but to improve all users’ experience.”
Google had warned 42% of websites that they would be able to alter their ads in advance of the adblocker turning on. This includes the LA Times (Fox), Forbes (Chicago Tribune) and others. Eyeo research shows that Google will not remove all 55 forms of advertisements on the desktop web. While Google has come under fire for its influence over CBA.
Google’s Chrome browser default adblocker is turned on. It is not blocking advertising, but defining what is acceptable. Google’s parent firm Alphabet makes the bulk of its revenue through display ads. However, Google’s AdSense or DoubleClick has not been exempted. Chrome has been exempted from blocking pre-roll advertisements on YouTube videos and Facebook in-stream video ads.
Roy-Chowdhury said, “We have already seen more people express their discontent using annoying ads by installing an ad blocker. However, blocking all ads may hurt websites and advertisers who aren’t doing anything disruptive.”
According to data compiled by PageFair., more than 11% internet users have used an ad-blocker.
Roy-Chowdhury explained that by emphasizing on the filtering of disruptive advertising experiences, it is possible to keep the entire web ecosystem healthy and provide a much better user experience than what they currently have.
Google’s current adblocking measures are focused on North America, Europe and the Middle East. They will not block more than 1%. This means that users won’t see a significant reduction in ads when they surf the web unless they are frequenting ad-clogged sites.