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.

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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.

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