Say goodbye to disruptive ads in Google’s Chrome browser from July

Ruben Fields
January 10, 2019

Almost a year ago, Google's Chrome web browser began to roll out the ability to block, or filter, ads on publisher websites in North America and Europe that don't meet the Better Ads Standards.

The Coalition for Better Ads recently announced that it would expand its Better Ads Standards beyond North America and Europe to cover all countries and Google is following suit with its own ad blocking efforts.

In doing so, it has come up with advertising standards based on the feedback of over 66,000 users, where some 12 types of ads on the web are considered "intrusive". "The Standards identify 12 experiences that users find intrusive and that advertisers, publishers, and technology vendors should avoid showing". Examples of abusive ads include pop-up ads, auto-play video with sound, prestitial ads, and large sticky ads. Now, the Coalition is expanding - and Google is following suit by expanding the on-by-default blocker to all worldwide users later this year.

Today, the Coalition for Better Ads announced that they are expanding their Better Ads Standard worldwide on July 9th.

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When the Better Ads Standards were first developed they only applied to sites in North America and Europe.

Google's Chrome browser this summer will start blocking those annoying ads around the globe. Publishers will then have 30 days to resolve the problems otherwise Chrome will begin filtering ads on the site. It's been great news for those of us in the U.S., Canada, and Europe so far, as it means tens of thousands of websites no longer display those aggressive adverts. Google analyzes sites and warns those with overly intrusive ads that they'll be added to a blacklist if they don't change their ways. "As of January 1, 2019, two thirds of all publishers who were at one time non-compliant to the Better Ads Standards are now in good standing", said Ben Galbraith, Senior Director of Product for Google Chrome.

Out of millions of sites reviewed to date, Google says less than 1% have had their ads filtered.

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