On mobile, Google Chrome will purge pop-up ads, flashing animated ads, auto-play video ads with sound, and more starting in February 2018.
Google Chrome will begin blocking intrusive advertisements on desktop and mobile websites that don’t meet « Better Ads Standards » starting February 15,2018, Google said on Tuesday. The blocker will even purge Google’s own ads in a new version of Chrome.
The revelation follows a Monday reveal by the Coalition for Better Ads of guidelines for companies like Google to create better web browsing experiences.
Under the standard, desktop ads featuring pop-up ads, auto-play video ads with sound, prestitial ads with countdown and large sticky ads can be filtered by Google Chrome. On mobile, Google Chrome will purge pop-up ads, prestitial ads, ads with density greater than 30%, flashing animated ads, auto-play video ads with sound, poststitial ads with countdown, full-screen scrollover ads, and large sticky ads.
The Coalition surveyed 25,000 internet users in North America and Europe to identify the standards.
Google Chrome will remove/block all ads from websites that have a « failing » status in the Ad Experience Report, a tool Google is giving publishers, for more than 30 days.
A first look at the ad blocker occurred in August with the release of a new Google Chrome Canary beta build, and featured the ability for users to disable it in the settings.
« We believe these changes will ensure all content creators, big and small, can continue to have a sustainable way to fund their work with online advertising, » Sridhar Ramaswamy, SVP of ads and commerce at Google, wrote in June.
