In June, Google announced that Chrome would start automatically blocking annoying internet ads.
Google revealed in a blog post for developers that native ad-blocking will go live on Chrome starting February 15, 2018.
Google this year joined the Coalition for Better Ads.
This a group that offers specific standards for how the industry should improve ads for customers- “full-page ad interstitials, ads that unexpectedly play sound, and flashing ads are all banned.”
“Starting on February 15, in line with the Coalition’s guidelines, Chrome will remove all ads from sites that have a ‘failing’ status in the Ad Experience Report for more than 30 days,” a post on Google’s developer blog stated.
Under the standard, desktop ads featuring pop-up ads, auto-play video ads with sound, prestitial ads with a countdown, and large sticky ads can be filtered by Google Chrome.
On mobile, Google Chrome will removal pop-up ads, prestitial ads, ads with density greater than 30 percent, flashing animated ads, auto-play video ads with sound, prestitial ads with countdown, full-screen scrollover ads, and large sticky ads.
In blog post by Google Chrome Developer Relations team –
“Following on from features like Chrome’s pop-up blocker and autoplay protections, over the next few releases we’ll be rolling out three new protections designed to give users all the web has to offer, but without many of these types of unwanted behaviours.”
The start of the ad-blocking feature on Google Chrome is not connected to an upcoming version – Chrome 64 will launch in January while Chrome 65 will roll out in March.