Google previously outlined several plans to prevent these reappearing ads from Chrome web pages and on Thursday it finally rolled out the ad-blocking feature in version 64 of the desktop and mobile app.
The types of ads that will qualify as “intrusive” will be determined by an industry group called the Coalition for Better Ads – of which Google is a member. The types include full-page ads, autoplay video ads (with sound), flashing animated ads and several other ads.
“Chrome will automatically block ads on sites that fail the Better Ads Standards,” Chris Bentzel at Google wrote on her blog.
This is NOT going to be an alternative to AdBlock Plus or uBlock Origin, instead, it will just block the ads that are in accordance with the standards defined by Coalition for Better Ads.
Google says that it will first check for the sites that violate the standards and then will inform the offending sites via API. After 30 days, Google will begin blocking the disruptive ads on those sites.
Sites violating the standards of the Coalition for Better Ads will have ALL of their ads blocked, whether they fall into the “intrusive” category or not.
Okay, so if you visit such a site, Google will notify you that it’s blocking ads by a pop-up notification. That will give you the option to either let Google block the ad or leave it.
As a secondary effect of the ad-blocker, you will find out that the sites – where ads are being blocked – will clearly show an improved performance.
The Coalition for Better Ads set out the standards for annoying ads focusing on North America and Europe. And these are the regions where the ad-filtering feature went live first.
However, Google’s ad-filtering is not focused on individual Chrome users but the majority of visitors that visit a site. For example, if a user from India visits a site in Germany (where ads are being blocked) the user will not see ads even if the ad-blocker isn’t live for Indian sites.
Ryan Schoen, Google’s product manager for the Chrome Web Platform said that majority of the standard violating publishers didn’t take any action even after Google warned them. Only 42 percent of the publishers took action and moved to other ads. However, Ryan says that once Google starts blocking ads, the publishers will surely take it seriously.
Although Publishers will definitely have a hard time adapting to the strict standards, it will be much relieving for users that will finally get rid of the annoyingly reappearing ads.