Google Chrome will start blocking bad ads in February 2018

Steve Phelps
December 20, 2017

Chrome had previously pledged to block certain ad units once the CFBA's framework was in place.

An ad can get negative strikes against it towards that failing grade by autoplaying video, taking up the entirety of your display when you arrive at a website, and even just using regular pop-up ads.

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Google Chrome in 2018 will follow the Coalition for Better Ads' standards by blocking several types of intrusive ads. Chrome 64 is now scheduled to arrive on January 23 and Chrome 65 is slated to launch on March 6, suggesting Google will be turning on its browser's ad-blocker remotely, and possibly gradually for select users. It is especially true if you visit a website that plays music unexpectedly or it forces you to wait a few seconds before you can read or see the content on that page.

Earlier this year, Google surprised us with the announcement that it would soon include a built-in ad-blocker in its popular Chrome browser. Yesterday, the coalition announced the Better Ads Experience Program, which provides guidelines for companies using the Better Ads Standards to improve users' experience with online ads. Google's Ad Experience program will allow the appearance of a non-compliant ad in 7.5% of all pages served by a site in the first two months after February 15. This is also where alleged violations can be appealed by website owners. If a particular ad is being reported as failing in the Coalition's Ad Experience Report for over 30 days, Chrome will automatically block it. It's worth noting that the native ad-blocking feature on Chrome won't prevent ads from tracking you. According to the company, indiscriminate ad blockers impact publishers' bottom lines and threaten the sustainability of the web ecosystem. Google is in the business of serving ads, after all, so it only makes sense that they want to protect their lucrative revenue stream.

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