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How Chrome's Built-In Ad Blocker Will Work When It Goes Live?

15 February 2018, 07:59 | Melvin Schneider

How Chrome's Built-In Ad Blocker Will Work When It Goes Live?

Mobile ads

When they visit a website, Chrome automatically checks if the site violates the ads standards or not.

In a new update to the browser will now silently block ads that Google feels are detrimental to the user experience.

Publishers are greeting the launch of Google's ad blocker with a mixture of relief and unease, pleased that it is purging intrusive ads but anxious over the internet giant's power to quickly overhaul the industry.

In April, news of Google's planned ad blocker was met with apprehension from publishers, who anxious that the technology would torpedo their ad-supported websites and services.

It comes after Google in June previous year announced it was building an ad blocker into its Chrome web browser to help improve the user experience by combating annoying and intrusive online advertisements.

The issue is whether Google-itself one of the very biggest players in the online ad market-will use the move to favor itself and disadvantage rivals. "As of February 12, 42% of sites which were failing the Better Ads Standards have resolved their issues and are now passing". For mobile devices, the list expands to include full-screen scrollover ads, flashing animated ads, etc.

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Blocking will occur on a site-by-site basis, and not simply based on certain ad types, so ad serving technology need not worry going out of business.

Chrome is far and away the most popular browser on the web: it is used for 56 percent of all accessed pages.

Under the circumstances, Google's latest efforts can well be seen as an attempt to hit the middle grounds of sorts. Also audio/video ads with sound that starts playing the moment the site loads is also being banned from now onwards. It's important that we work to maintain a balance? and if left unchecked, disruptive ads have the potential to derail the entire system. But sometimes they have gotten through BECAUSE Google's ad network let them through. "We're hoping this will bring balance back in the web ecosystem".

Users of the browser-that is to say, well over half the people who surf the web-will no longer see any ads at all on websites that regularly throw up such annoyances.

Chrome's mission to improve advertising on the web by blocking intrusive ads, like pop-ups and interstitial ads, will kick off today.



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