However, one also has to consider that with a Chrome-integrated adblocker, Google can also pick and choose exactly which ads are serviceable for their customer's (and Google's) needs or not, giving the company even more fine-grained control on what is displayed on users' screens. That a Google product is now shipping with an integrated adblocker may truly fit in the company's "Do no Evil" philosophy, and have only the best intentions in mind. Even so, users should always remain cautious Google makes most of its revenue out of ads. It seems that the fight against ads has received a heavy nudge in the right direction. Google itself is taking a pretty heavy approach with the Chrome-embedded ad-blocking: a single ad on a page that is categorized as non conforming with the Coalition's Standards will push Chrome to block all ads on that page, even if all others are in compliance with the Standards. For mobile environments, the Coalition has identified pop-up ads, prestitial ads, ads with density greater than 30 percent, flashing animated ads, auto-play video ads with sound, poststitial ads with countdowns, full-screen scrollover ads and large sticky ads as being non-acceptable. Pop-up ads, auto-play video ads with sound, prestitial ads with countdowns and large sticky ads have all been identified as falling below the Better Ads Standard on desktops. Google wrote on a developers blog post that "Starting on February 15, in line with the Coalition's guidelines, Chrome will remove all ads from sites that have a "failing" status in the Ad Experience Report for more than 30 days." This coalition's aim is to define standards for advertising, marking ads as either acceptable or not under the standard's rules, and will "certify web publishers that agree not to use the most disruptive ads identified in the Standards and will accredit browsers and advertising technology companies that will assess publishers' compliance with the Standards and filter digital ads based on the Standards."įollowing its integration in the Better Ads Coalition, google will officially activate its AdBlocker on February 15th, whose criteria for blocking ads will be based off of the Coalition's white and black listing of websites and ads according to whether or not they conform to the body's advertising Standards. This move by google comes after the company joined a voluntary association in the form of the Coalition for Better Ads Experience Program, which aims to better the Internet - and its ads - on both consumers and publishers. and the Washington Post among its members.In what is certainly a major step forward for Internet advertising and the way these are delivered to users, Google has announced that their in-Chrome AdBlocker, which will ship embedded on the Chrome web browser, should be up, running, and being distributed in installation packages by February 15th. That’s because Google will regularly track whether a site’s ads violate the standards of the Coalition for Better Ads, a trade group that counts tech companies like Google and Facebook, but also media companies like News Corp. On Tuesday, Google clarified that it may also block ads that don’t fit those patterns if they happen to be displayed on a site that regularly uses intrusive advertising. At the time, the company said that it planned to filter out annoying ad formats, including video ads that automatically play with sound turned on, pop-up ads and mobile ads that cover more than 30 percent of your phone’s screen.
Google first announced its plans for ad blocking in June. The announcement was first spotted by Venturebeat. Google is getting ready to bring ad blocking to its Chrome browser: The company will start blocking ads from sites that use intrusive advertising experiences starting February 15, it announced Tuesday.Īd blocking will come to both Google’s desktop and mobile browsers.
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