Published: Thu, January 10, 2019
IT | By Lester Massey

Google Chrome to Expand Ad Blocking Worldwide on July 9th

Google Chrome to Expand Ad Blocking Worldwide on July 9th

The in-house Google Chrome ad-blocker, which was initially launched for United States, Canada, and Europe previous year, is ready to roll out worldwide on July 9th, Google said in a blog post.

If you haven't seen much of a difference in ads served to you since Google implemented this change, that's probably because less than 1% of the "millions" of sites Google has reviewed have seen filtered ads, and more than two-thirds of publishers found to be non-compliant with the Better Ads Standards have returned to good standing.

"These standards were developed by the Coalition for Better Ads, an industry group dedicated to improving the web advertising experience, based on feedback from over 66,000 consumers around the world", Google senior product director Ben Galbraith explains. "The Standards identify 12 experiences that users find intrusive and that advertisers, publishers, and technology vendors should avoid showing". That includes formats such as pop-ups, prestitials and auto-play video ads among others. Admins can check a special report page describing the nature of abusive ads and fix them to ensure a non-obstructive user experience on their sites.


As was the case with the initial rollout of its ad blocker, the date does not coincide with a new version of its browser as Chrome 76 will arrive on May 30th and Chrome 77 is set to launch on July 25th. Google will first warn the concerned parties if an ad is detrimental to users' web experience, and if they fail to take necessary action, Chrome will block them on the website. 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.

Starting with July 9 this year, Chrome will not load any ads -at all- on websites that run one of these intrusive ad types.

The company also shared some of the early successes of its ad blocker program in the US, Canada and Europe.

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