Chrome will start blocking 'intrusive' ads starting February 15

Chrome will start blocking 'intrusive' ads starting February 15

Following a report that came out in April, Google announced in June that it'd be introducing a new feature to its Chrome web browser that blocked obtrusive advertisements. Banned units include autoplay videos with automatic sound and prestitial countdown ads, which are full-page takeovers that activate before entering a site. The company has now announced that its browser software will start blocking nonconforming ads on February 15. 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. Google will begin blocking ads in line with the Coalition for Better Ads' "Better Ads Experience Program". 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. The built-in ad blocker will enforce these standards on all websites. 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. One can probably guess numerous types of ads that won't meet the guidelines: full-page interstitial ads, ads that play sound unexpectedly, and pop-ups, among others.

In addition to the date, Google today also shared how sites affected by Chrome's ad-blocker will be able to get back into the browser's good graces: "Violations of the Standards are reported to sites via the Ad Experience Report, and site owners can submit their site for re-review once the violations have been fixed".

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However, it will block some of the most annoying ads you're likely to encounter while using the internet. 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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