Chrome is Going to Start Blocking Bad Ads on February 15

Credit Coalition for Better Ads Composite by Ad Age

Chrome had previously pledged to block certain ad units once the CFBA's framework was in place. Banned units include autoplay videos with automatic sound and prestitial countdown ads, which are full-page takeovers that activate before entering a site.

Now in a statement, Google has confirmed they will start blocking all ads on websites who fail the Better Ads standard starting February 15. Chrome 64 is now scheduled to arrive on January 23 and Chrome 65 is slated to launch on March 6, suggesting Google will be turning on its browser's ad-blocker remotely, and possibly gradually for select users. It's worth noting that the native ad-blocking feature on Chrome won't prevent ads from tracking you. When those annoying ads will be eliminated, the users will never have to install an ad blocker, which stops all ads from loading, thereby, crippling the ad businesses. Google's Ad Experience program will allow the appearance of a non-compliant ad in 7.5% of all pages served by a site in the first two months after February 15. However, for websites that have just one of such intrusive ads, it will be blocking all the ads on that site even if all its other ads meet the standard.

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Earlier this year, Google announced plans to implement an in-browser ad blocker within Chrome. Google has noted in the past that ad blockers which do not discriminate hurt publishers that create free content and threaten "the sustainability of the web ecosystem". Sites that do not resolve these issues within 30 days of being reported will have all ads blocked by Chrome, which will hopefully encourage online publishers to maintain a high standard of accessibility in choosing which types of ads they display. Despite the fact that Google makes the vast majority of its revenue from ads, the company sees its selective ad blocker as the natural evolution of pop-up blockers.

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