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Google expanding Chrome ad-blocking initiative to global markets this July

10 January, 2019, 23:42 | Author: Rafael Roberts

Website owners can check if their sites use ads that break the Better Ads Standards using a special dashboard named the Ad Experience Report, where they can also request removal from Google's ad block backlist when they remediated any issues with intrusive ads.

Almost a year ago, Google's Chrome web browser began to roll out the ability to block, or filter, ads on publisher websites in North America and Europe that don't meet the Better Ads Standards.

Starting with July 9 this year, Chrome will not load any ads -at all- on websites that run one of these intrusive ad types. In a blog post, Google revealed that the aforesaid guidelines identify 12 types of objectionable advertising strategies which publishers and advertisers should avoid, or else, the ads will be blocked.

The Better Ads Standards were chosen based on the feedback of over 66,000 users around the world. Among them are auto-playing ads with sound, flashing animated ads, and ads occupying inordinately large areas of the display.


In February 2018, Google rolled out an update to Chrome created to block abusive ad experiences.

Google reports positive results after implementing ad blocking in Chrome a year ago. A full list of the least liked and abusive ads under the Better Ads Standards can be seen below.

The launch of Chrome's ad-blocking capability was, initially, limited to North America and Europe, being the only two regions in which the Coalition for Better Ads operated.

Chrome has had some success with the Better Ads Standards program. Google will first warn the concerned parties if an ad is detrimental to users' web experience, and if they fail to take necessary action, Chrome will block them on the website. Further, out of millions of sites we've reviewed to date, less than 1 percent have had their ads filtered. From their they can toggle the setting for "Blocked on sites that show intrusive or misleading ads (recommended)" to "Allowed" as shown below.

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