Google Chrome is the ad blocker launches tomorrow

Google Chrome is the built-in ad-blocker will be launching tomorrow. (REUTERS/Stephen Lam)

As it prepares for the launch of Chrome’s built-in ad blocker tomorrow, Google today shared some details on how the new feature will work.

First announced in June, the new function will only remove the most intrusive types of ads that are in conflict with the Coalition for Better Ads’ standards, as shown in the image below.

On desktops, Google will be blocking pop-up ads, full page prestitial ads with countdown timers that block you from seeing the content on the page for a certain time, auto-play video ads with sound, and a large sticky ads on the page even when you scroll. On mobile devices, the company is also planning to eradicate prestitial ads, even if they don’t have a countdown clock; postitial ads with countdown timers that appear when you follow a link; ads that take up more than 30 percent of a page; flashing animated ads; and full-screen scrollover ads that appear on the top of the content of the page and obstruct it from view.

“Although a few of the creative experiences that are in conflict with the Better Ads Standards are issues in the ad itself, the majority of the problematic ad experiences will be controlled by the owner of the site,” Chrome Engineering Manager Chris Bentzel explained in a blog post.

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So Google will determine how well the websites meet the Coalition’s standards, or informing sites of any problems, and give them the opportunity to address those problems. The Web giant is then “remove ads from sites that maintain a problematic ads experience,” Bentzel wrote.

Based on a sample of their pages, Google will rank sites Pass, Warning, or Not, depending on the number of ad violations found. Site owners can get their results through the Ad Experience Report in Google Search Console, then request a re-review after the problems.

“If a Chrome user to a page from Chrome, ad filter first checks whether this page belongs to a site that fails the Better Advertising Standards,” Bentzel wrote. “If that is true, network requests on the page such as JavaScript or images — can be checked against a list of known ad-related URL patterns. If there is a match, Chrome blocks the request, preventing the ad to be displayed on the page.”

When ads are blocked, Chrome, a message is displayed telling the user about this action. Of that message, the user will be able to enable it for blocking ads and ads on the site, if they so choose. On the desktop devices, this message will appear in the Chrome address bar; on mobile phones, it will appear at the bottom of the screen.

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