Google Chrome Built-In Ad Blocker to Go Live on February 15th

Share this content:

In June of 2017, Google (NYSE:GOOG) announced that they would be introducing an ad blocker for the Chrome web browser in an effort to filter ads violating industry standards. Now, we have a sense of when: February 15, 2018. Websites that display ads non-compliant with the Coalition for Better Ads and their Better Ads Standard will find their ads blocked from audience engagement.

“The Coalition's research identifies the ad experiences that rank lowest across a range of user experience factors, and that are most highly correlated with an increased propensity for consumers to adopt ad blockers,” the Coalition states in their standards.

To be clear, deal types — and how those ads are bought and sold — doesn't factor into the blocks. Google knows that ad-based revenue drives online content creation. What they want, however, is for users to see ads that are “compelling, useful, and engaging — ones that people actually want to see and interact with.”

Unfortunately, users are often met with aggravating and intrusive pop-up, timed, and video ads.

“These frustrating experiences can lead some people to block all ads,” the tech giant said in a corporate statement, “taking a big toll on the content creators, journalists, web developers and videographers who depend on ads to fund their content creation.”

In an effort to simply make ads better, Google has joined forces with the Collation for Better Ads. Websites displaying ads that violate the standards will receive notice through the Ad Experience Report.

According to VentureBeat, “Sites that fail to meet those standards for 30 days will have all their ads blocked by Google — even those “owned or served by Google” – after which they'll be able to submit for manual review to have ads re-enable once the bad ads are removed.”

At the end of the day, the goal of the program isn't to punish publishers by destroying their revenue model; it is, in fact, the opposite. Google wants to help publishers deliver better content to users — content void of ads that prompt users to enable an ad blocker to begin with. 

close

Next Article in Policy/Regulations

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above