Built-In Chrome Ad Blocker Coming Early 2018

Now in beta, it allows sites to show a customized message to visitors using an ad blocker. Unfortunately sometimes the way some ads are designed can be annoying, which is where ad blockers come in where they block all ads without discrimination. However, unlike other ad blockers, Google's goal isn't to filter out all advertising. If they're not using an ad blocker at all, they'll be able to view the site as usual, complete with ads. In April, Google was rumored to be looking into bringing ad blocking to Chrome. To determine which ads are acceptable, Google is apparently relying on standards set by the industry group the Coalition for Better Ads.

Chrome's new feature will filter out ads that have been classified "unacceptable" by the Coalition for Better Ads, an industry coalition which includes companies like the Interactive Advertising Bureau, the digital ad world's number one trade group.

The company has published an Ad Experience Report to help website owners identify whether ads they serve violate the Better Ads Standards. Google's initiative could preempt the use of third-party ad-blocking software.

Some of these ad formats include auto-playing video ads with sound, pop-up ads and ads that take over more than 30 percent of a mobile screen.

Fearless and plugins like Ghostery block ad trackers that can invade privacy.

On mobile, examples of offending ads include numerous same as well as ads with a density higher than 30%, full-screen scrollover ads and flashing animated ads.

The Chrome ad blocker will focus on eliminating these ads, as opposed to blocking all of them. Google's plans for such a feature were first reported earlier this year and the official announcement today is a way for the company to give publishers time to improve ad quailty...

Google is giving publishers at least a half a year to prepare for the rollout of its built-in ad filter in Chrome, the Wall Street Journal reports. The message asks users to either enable ads for the site, or pay for a pass through Contributor that removes all ads on that site.

Google's own sites will mostly be unaffected by the new tools, but according to Scott Spencer, director of product management at Google, it is possible that other publishers that Google sells ads for as part of the "Google Display Network" will be affected and consequently will have to eliminate some of their ad inventory.

  • Carolyn Briggs