Published: Wed, December 20, 2017
Tech | By Constance Martin

Google Chrome's built-in ad blocker will go live on February 15th

Google Chrome's built-in ad blocker will go live on February 15th

Earlier this year, Google was rumoured to be working on a built-in ad blocker for its Chrome browser. But if you were wondering why Google's shipping a native ad blocker in Chrome, you're not the only one.

Announced on Monday, the Coalition for Better Ads Experience Program is a voluntary initiative created to improve the online ad experience for both consumers and publishers.

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Google Chrome in 2018 will follow the Coalition for Better Ads' standards by blocking several types of intrusive ads. The company had announced the move as being part of its endeavour to improve online advertisements, with ads that were considered intrusive being automatically blocked by the browser. The hope is that if browser ads become less obnoxious, users might not go nuclear and install a third-party ad blocker. According to the company, indiscriminate ad blockers impact publishers' bottom lines and threaten the sustainability of the web ecosystem. One can probably guess numerous types of ads that won't meet the guidelines: full-page interstitial ads, ads that play sound unexpectedly, and pop-ups, among others.

Sites that are in violation of these guidelines can be reported to Google's Ad Experience Report. In addition, the search giant's Ad Experience Report tool provides screenshots and videos of annoying ads that websites can reference to prevent violations from occurring. Google can also help you in their Ad Experience Report Help Forum. Come February 15, if your website has been flagged with a "failing" status in Google's Ad Experience Report for more than 30 days, they'll remove all ads from it.

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