Science

Chrome to start blocking ads on sites that violate Better Ads Standards

Chrome to start blocking ads on sites that violate Better Ads Standards”

To block the ads, the filters in Chrome will first check to see if a site is on the list of those violating the Better Ads standards. The Chrome team is giving websites 30 days to fix the advertisements that don't adhere to the Better Ads Standards, and it's only blocking them if they remain non-compliant even after getting a warning and a month to make things right. And ad networks competing against Google that sling crappy internet advertising around will gradually feel the wrath of Chrome.

The Ad Experience Report will highlight the annoying ads on a website for those users who verify ownership of the website.

When at least one network request has been blocked, Chrome will show the user a message indicating that ad blocking has occurred as well as an option to disable this setting by selecting "allow ads on this site".

As long as the policing of websites is carried out accurately, and there's not too much red tape when it comes to site owners organizing a re-evaluation should they be affected, this shouldn't massively detriment publishers of your favorite websites.

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.

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Site owners can access a detailed Ad Experience Report that lists specific violations from the Google Search Console and hopefully address issues.

Ad blocking will be enabled by default on both desktop and mobile. This set of patterns is based on the public EasyList filter rules and includes patterns matching many ad providers, including Google's own ad platforms, AdSense, and DoubleClick.

"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. The company is mainly looking to prevent disruptive ads from derailing the entire web ecosystem. These ads are created to be disruptive and get in the way of people who just want to use their browser to access the content they want.

So, this seems like a sound move overall, as not many people will argue against having those more frustrating and annoying ads blocked. Instead, Google will focus on filtering disruptive ad experiences in order to keep the ecosystem of the web healthy and maintain a balance. Put simply, websites would have to play by the Coalition's rules, or risk losing ad revenue from Chrome users.



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