Google Switches On Chrome Ad Blocker

16 February, 2018, 06:57 | Author: Jacqueline Daniels
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Google meanwhile has also claimed more that 42 percent sites with disruptive ads have already agreed to abide by the Better Ads guidelines, which is an indication their efforts are yielding fruit.

The new ad blocker will stop loud video ads and annoying full-screen ones. If publishers don't, they might lose their ad space.

Scott Spencer, Google's director of product management, said via email that the coalition is looking into video ad formats, including pre-roll ads.

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The new feature was floated by Google back in June. Many of those fears have been assuaged. According to Google, only 1.5 percent of websites it audited failed to meet its ad standards, and only about 40 percent of those websites have made acceptable changes so far.

"While the result of this action is that Chrome users will not see ads on sites that consistently violate the Better Ads Standards, our goal is not to filter any ads at all but to improve the experience for all web users", Chris Bentzel, engineering manager at Google's Chrome, said in the blog post. Those ads which "fall beneath a threshold of consumer acceptability", will be blocked by Google Chrome.

The blocker will turn on by default for users of the latest version of Google's Chrome browser, The Guardian reported.

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"However, if a site continues to maintain non-compliant ad experiences 30 days after being notified of violations, Chrome will begin to block ads on that site". It just so happens that many of Google's own most lucrative ads will sail through its new filters.

It seems that a lot of site owners got the message before it could even become a problem. Along with Facebook, Google dominates the online-advertising market; together they accounted for over 63 percent of the $83 billion spent on USA digital ads past year, according to eMarketer. Put simply, websites would have to play by the Coalition's rules, or risk losing ad revenue from Chrome users. On mobile, these include countdown ads, flashing or animated ads, and sticky ads, while larger variants on desktop will be checked.

Atlanta-based Gray Television Inc. had at least a dozen of its TV station websites flagged, including those belonging to stations WTVY, KMTV, KOLO, KWTX and WDTV. If it is, you will be shown a page explaining that the ads are blocked because of advertising practices, and it will provide the option of allowing the ads to be seen anyway. If it does, then Chrome blocks URL requests related to advertisements. "But in this case, they're using that power to make the internet better". "Publishers are beginning to feel like they're playing in a gig economy operated by Google".

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