To ensure you enjoy surfing content through Google Chrome, the company has announced that starting today, the browser will stop showing all ads on sites which repeatedly display disruptive ads after they have been flagged by users.
Google's ad-blocker will not be the blanket advertising stopper that many third-party ad blockers provide. Those ads which "fall beneath a threshold of consumer acceptability", will be blocked by Google Chrome.
From now on, the tech giant's new blocker won't allow advertising that doesn't meet the standards promoted by the Coalition for Better Ads - an advertising company which helps support valuable free content, robust journalism and social connections across the internet.
If they can improve the quality of adverts online by blocking the intrusive ones then users are less likely to go out of their way to install more severe ad blockers that remove all advertising from websites. "To us, your experience on the web is a higher priority than the money that these annoying ads may generate".
"Video ads that play at full blast or giant pop-ups where you can't seem to find the exit icon: these ads are created to be disruptive and often stand in the way of people using their browsers for their intended objective? connecting them to content and information".
Google said those sites that have ads of the type mentioned above would first be served a warning and a month's time to mend their ways. A message informing the user about blocked ads appear on the screen.
Essentially, what will happen going forward is that Google will apply the "Better Ads Standards" when it is deciding what adverts to block. Site owners can access the evaluation through a Google tool and can ask to be reviewed again once they address the bad ads. "We're hoping this will bring balance back in the web ecosystem". As ZDNet explains, Chrome will remove all ads from sites that have a "failing" status in the Ad Experience Report for more than 30 days as of February 15.
This highlighted their particular aversion to formats such as full-page ad interstitials, ads that unexpectedly play sound, and flashing ads.
Google said that websites are evaluated by examining a sample of pages from the site.