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Google Chrome's ad-blocking feature launching in February

Google Chrome's ad-blocking feature launching in Februaryā€¯

But if you were wondering why Google's shipping a native ad blocker in Chrome, you're not the only one. Banned units include autoplay videos with automatic sound and prestitial countdown ads, which are full-page takeovers that activate before entering a site. But now we know exactly when: February 15, 2018 (via VentureBeat) is the go-live date provided by the company for introduction of its built-in enforcement of the standards established by the Coalition for Better Ads, of which it is a member.

On first reading, it appears that Google will start waging war on publishers around the internet who do not fall in line with the standard, but this may not, in fact, be the case.

As a quick refresher, Chrome's ad-blocker will help filter out advertisements that don't meet new standards that have been created by the Coalition for Better Ads. No, it won't block all ads on all the sites; instead, it will only be stopping the ones that are incredibly annoying and mess with the user experience. Google is also hoping that by bringing its own ad-blocker in Chrome, the user might not use third-party blockers that are more restrictive on ads and cut into Google's primary business i.e. selling ads. Yes, Google has finally added an ad-blocker in Chrome that will be cracking down on annoying ads that ruin our web experience.

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So again, on February 15, if your website is failing with ad standards, it won't show ads any longer in Chrome on both desktop and mobile.

Google provides a best practices guide for ad formats that comply with the Coalition for Better Ads group's guidelines.

Google will notify websites that contain these ads of a potential blocking through its Ad Experience Report tool. Despite the fact that Google makes the vast majority of its revenue from ads, the company sees its selective ad blocker as the natural evolution of pop-up blockers.



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