Google: Ads Don't Ruin the Web, Site Owners Do (Premium)

Google Chrome ad filtering crackdown here’s how it works

For end users, nearly all of this work will go on behind the scenes, as Chrome's ad filters will recognize websites with a Failing rating and block network requests for images or Javascript when loading a page, effectively removing the ads entirely.

Put another way, in an ideal world, Chrome's ad blocker would not have any work to do.

All of this native ad-blocking on Chrome will commence on February 15. Non-compliant publishers are expected to have their ads suspended for a period of 30 days.

If a user visits a page that belongs to a site that Google deems to be failing, network requests will be checked against a list of known ad-related URL patterns. It's worth noting that the ad blocker can be overridden on either platform.

Sites are evaluated by examining a sample of pages from the site.

The firm hopes to "improve the experience for all web users", and force sites into compliance with the Better Ads Standards, claiming that 42% of all sites which were previously falling below the Better Ads Standards have now improved the quality of their adverts, and are now passing. Under the new measures, if a poor ad experience is spotted in Chrome - either on desktop or mobile - it will be the website owner's responsibility to address the offending adverts.

Google is making that rating accessible via its Ad Experience Export API and to site owners through the Ad Experience Report in the Google Search Console.

While earlier, limited bandwidth and processing capacities at the user level restricted the kind and scope of advertising that could be embedded in pages, today, the rising power of terminal devices and bandwidth of internet connections have made auto-playing video ads a regular feature of many high-traffic websites.

"For desktop users, the notification in Chrome's address bar will look similar to Chrome's existing pop-up blocker", Bentzel writes in the blog post.

But money is important to both Google and the online companies that make money from advertising.

"It's clear that annoying ads degrade what we all love about the web".

"We've already seen more and more people express their discontent with annoying ads by installing ad blockers, but blocking all ads can hurt sites or advertisers who aren't doing anything disruptive", Roy-Chowdhury noted.

In total, the Better Ads Standards will be used to filter out a total of 12 "particularly annoying" types of ads, which also include the ads that fill your screen as you scroll over them on a phone, flashing animated ads and mobile ads that take up more than 30 percent of your screen.

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