Google Chrome Finally Gets Built-In Ad Block Feature: Here's How It Works

Google Chrome Finally Gets Built-In Ad Block Feature: Here's How It Works

"Chrome blocks ads on this site because this site tends to show intrusive ads", the browser will tell users (ironically, via a popup).

The Chromium blog (that's Chrome's open-source sibling) has some technical details about how the blocking will work.

Rather than simply telling publishers to remove bad ads, Google has put together some best practices that provide guidance on what types of ads to use instead. The policy classifies various kinds of "intrusive" ads (such as flashing animated ads) and lays out which web pages violate standards for things like high ad density and prestitial ads with countdown.

"We've already seen more and more people express their discontent with annoying ads by installing ad blockers, but blocking all ads can hurt sites or advertisers who aren't doing anything disruptive".

Despite the fact that Google has a vested interest in online advertising, the company is about to enable its own built-in ad blocker (of sorts) in Chrome.

For end users, nearly all of this work will go on behind the scenes, as Chrome's ad filters will recognize websites with a Failing rating and block network requests for images or Javascript when loading a page, effectively removing the ads entirely. He reminds us that ad blockers have been causing publishers grief for years. Meanwhile, on desktop, the interface is similar to Chrome's existing pop-up blocker in the right side of the Omnibar.

More news: United States congressional panel probes White House on Porter abuse accusations: chairman

For end users on Android, Chrome will slide up an infobar from the bottom of the screen noting how ads were prevented from appearing after "at least one network request has been blocked". Adsense does not allow sites to push ads in your face with large pop-ups or deceptive tactics. Enter your email to be subscribed to our newsletter.

According to Google, the sites will be evaluated based on the Better Ads standards and then rated as a pass, warning, or failing. As of February 12, 42% of sites which were failing the Better Ads Standards have resolved their issues and are now passing. And if you want to block ads in Chrome, you'll still need a third-party extension. "These results define initial Better Ads Standards that identify the ad experiences that fall beneath a threshold of consumer acceptability". The company will look at the site and check it against ad-related patterns from the EasyList filter and block the request if there is a match. Google is just reminding users of the incoming change. The Web giant will then "remove ads from sites that continue to maintain a problematic ads experience", Bentzel wrote. Google is working towards "a future where Chrome's ad filtering technology will not be needed".

Kelsey LeBeau, is a Google product manager that has helped formulate the online behemoth's response to the recent uptick in anti-advertising sentiment among web users, research indicates that growth rates in the installation of adblocking software hit double-figures circa 2014.

The objective of the blocker is to make surfing the web more enjoyable, not to throttle a legit publisher's need to monetize.

Google is enabling the ad blocker on February 15.

Related Articles

  • View Adds Or Mine Cryptocurrency, Salon Gives You The Choice

    View Adds Or Mine Cryptocurrency, Salon Gives You The Choice

    Similarly, a Google Chrome extension with over 100,000 users was also caught using Coinhive without consumer permission. According to the Salon team, ad blockers "create a more one-sided relationship between reader and publisher".
    Steve Kerr lets Warriors players coach themselves during timeouts

    Steve Kerr lets Warriors players coach themselves during timeouts

    The disease of more- and the the lethargy that comes with three consecutive NBA Finals- was afflicting this team. Their weakest areas are steals per game (#29), three point percentage (#29) and field goal percentage (#27).
    RaceAhead: Why The Obama Portraits Matter

    RaceAhead: Why The Obama Portraits Matter

    Sherald says she and the former first lady looked at a few dresses before picking the one she ultimately wore. Politico also suggested a hidden political message in Obama's choice of Smith as the gown's designer.
  • IDC: Google Sold A

    IDC: Google Sold A "Tiny" 3.9M Pixel Phones In 2017

    There is a partnership this year with Verizon and more visible marketing, but it seems this hasn't translated into massive sales. Google may not be entirely new to the smartphone scene, but it's still a minor player when it comes to sales.
    Shaun White soars to halfpipe glory

    Shaun White soars to halfpipe glory

    In the last round, with the last run of the final, White managed to pull out a near-perfect run to steal gold. White's gold medal represents a historic 100th Olympic gold for the United States at the Winter Olympics .
    Emily Sweeney crashes on final run, says she

    Emily Sweeney crashes on final run, says she "is fine"

    The track was then reopened, with German star Natalie Geisenberger claiming the gold medal for the event. Luge involves one person on a sled hurtling down a track and Sweeney was on her final run of the day.
  • Firmino: Liverpool will make life hard for Porto

    Firmino: Liverpool will make life hard for Porto

    Liverpool boss Jurgen Klopp reacted in a curt manner after being posed a question in Tuesday's press conference he loathes. Of course, it is absolutely too early to think about him, but he is back in normal training, so that's cool.

    Neymar Will Play For Real Madrid One Day, Says Marcelo

    Neymar usually plays on the left, but at Real Madrid that position is occupied by Cristiano Ronaldo - at least initially. Every time we face an opponent of the highest level, we have to be 150% focused and show a lot of energy on the pitch.
    Tiger Woods aims to reverse Riviera fortunes

    Tiger Woods aims to reverse Riviera fortunes

    Rory McIlroy: He will be looking to bounce back from last week in Monterey. "For some reason, I just don't play it well". He also acknowledged last week that Riviera is "a ideal course " for those that are striking it well .
  • Tom Daley And Dustin Lance Black Expecting First Child Together

    Tom Daley And Dustin Lance Black Expecting First Child Together

    It was always in the back of my head that something like that could happen, but it wasn't until spring this year that something just clicked.
    Retailers expect to get plenty of love on Valentine's Day

    Retailers expect to get plenty of love on Valentine's Day

    I find it absolutely hilarious watching men scramble through town to get flowers and gifts on Valentines Day .”. The most unusual request was when someone brought in a portable heater to be delivered with a bunch of flowers.
    Team USA blows 3rd period lead, falls in OT

    Team USA blows 3rd period lead, falls in OT

    Ryan Zapolski stopped 22 of the 25 shots he faced in net for the USA , while Kroselj allowed two goals on 36 shots for Slovenia. Forward Garrett Roe flew down the left wing and dished the puck to a waiting O'Neill to give the U.S. a 1-0 lead 17:44 in.