Published: Thu, February 15, 2018
Business | By Max Garcia

Chrome's new ad-blocking explained

Chrome's new ad-blocking explained

But the company said it won't block all ads, only those deemed most intrusive by researchers at the Coalition for Better Ads. While some people are definitely going to notice this, some may not even get to know that there is an ad blocking update in Chrome browser, which is going live tomorrow.

There could be some relief starting Thursday, if you're one of the vast majority of people who use Google Chrome as your default browser.

So among the ads that Chrome would be targeting on the desktop from hence including pop-up ads, sticky ads that users don't have the option to do away with, and those that show a countdown timer and block the view for a particular period.

According to Google, the Better Ads Standards will evaluate how well websites comply with the standard, inform websites of any issues encountered and offer the opportunity for websites to address identified issues.

From now on, the tech giant's new blocker won't allow advertising that doesn't meet the standards promoted by the Coalition for Better Ads - an advertising company which helps support valuable free content, robust journalism and social connections across the internet.

Google is acting against what it describes as "intrusive" adverts, by firing up an integrated ad blocker in the Chrome web browser as of tomorrow, February 15. "To us, your experience on the web is a higher priority than the money that these annoying ads may generate".

The issue is whether Google-itself one of the very biggest players in the online ad market-will use the move to favor itself and disadvantage rivals.

Instead it will stop certain types of particularly disruptive adverts and let normal ads through.

Instead of instantly blocking adverts that contravene the rules, Google is giving websites 30 days to rectify the situation and then if they've failed to update their adverts by then, they'll be blocked. Many news sites such as The Wrap or the Chicago Tribune have experienced a decline in online visits as web users avoid having to deal with their pop ads.

Google said it will rate websites as passing, warning, or failing, and alert websites to violations. That would be a major blow for publishers, many of which rely on advertising revenue.

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