Chrome will block annoying, spammy ads globally starting July 9

Google Chrome to Expand Ad Blocking Worldwide on July 9th

Google Chrome to Expand Ad Blocking Worldwide on July 9th

Google announced this week that its ineffective ad blocker for Chrome will be distributed worldwide starting in July. In a blog post, Google revealed that the aforesaid guidelines identify 12 types of objectionable advertising strategies which publishers and advertisers should avoid, or else, the ads will be blocked.

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.

There are four negative ad types on desktop (pop-up ads, auto-playing video ads with sound, prestitial ads with countdown, large sticky ads) and eight on mobile (pop-up ads, prestitial ads, ad density higher than 30 percent, flashing animated ads, auto-playing video ads with sound, postitial ads with countdown, full-screen scrollover ads, large sticky ads).

Currently, Chrome's ad blocker is only active for Chrome users in the US, Canada, and Europe, after it was initially rolled out in an initial stage in February 2018. Today, the Better Ads Standards lists 12 ad experiences that are considered to have a negative impact.

The ad-blocker is created to dissuade publishers from obnoxious ad practices defined by a consortium called Coalition for Better Ads through its Better Ads Standards.

The Coalition is expanding its standards to cover all countries, which has prompted Google's forthcoming Chrome update.

Google reports positive results after implementing ad blocking in Chrome a year ago. Google has said that the new filter feature has already pushed a number of publishers into adopting better ads, with two-thirds of all publishers who had non-compliant ads on their site are now compliant with the company's new filter policy, with Google reporting that less than 1% of of sites have had their ads filtered.

The expanded ad-blocking functionality in Chrome will go live on July 9th, Google has confirmed.

Google says the overall aim isn't to block bad ads, but to encourage outlets to improve the way they deliver them - and it seems to be working.

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