Google explains how Chrome's ad filtering will work

Chrome to start blocking ads on sites that violate Better Ads Standards

Google: We're about to turn on Chrome's partial ad blocker against disruptive ads

First announced in June, the new feature will remove only the most intrusive types of ads that violate the Coalition for Better Ads' standards, as outlined in the image below. Today, we received a deeper look at how Chrome will handle these intrusive and deceptive advertisements. Only sufficiently annoying ads will get the boot. "To us, your experience on the Web is a higher priority than the money that these annoying ads may generate-even for us", said Rahul Roy-Chowdhury, Vice President, Chrome clarifying Google's take on creating a balance between consumers, content producers, hosting providers, advertisers, Web designers, and other players on the Internet. We've previously discussed some of the details surrounding how Chrome protects users from intrusive ads, but as we approach the launch date of February 15, we wanted to go under the hood and discuss how this feature works in more detail.

However, that can be easily avoided if publishers comply with the Better Ads Standards.

Rather than simply telling publishers to remove bad ads, Google has put together some best practices that provide guidance on what types of ads to use instead. While ad blockers are often among the most popular extensions, they don't come pre-installed, after all. The guidelines are in sync with the Better Ads Standards set up by the Coalition for Better Ads, which Google Chrome joined a year ago.

Google references a survey completed by the Coalition for Better Ads. Sites that are all clear gain a "passing" grade, while those in violation will gain a "warning" grade and those found to be consistently in breach will be evaluated as "failing".

According to LeBeau, it is crucial that publishers are aware of their status according to the Ad Experience Report criteria.

"It's important to note that some sites affected by this change may also contain Google ads", Roy-Chowdhury said.

Why Steve Kerr would consider letting his players coach again
Stephen Curry finished with 22 points, nine rebounds and seven assists in just 30 minutes (he did not play in the fourth quarter). That's one of the first things you have to consider as a coach". "It's then players' team and they have to take ownership of it".

Websites found to be in violation of the Better Ads Standards can get a detailed report via the Ad Experience Report API, and request that their site be re-reviewed after they've addressed the non-compliant ad experiences.

Users will know when ads are blocked on a webpage when they see a small pop-up in Chrome that gives them the option to allows ads on that particular site.

"An ad blocker developed by Google" is a bit of an oxymoron in itself. The ad blocker then detects when a user enters a failing site and checks the page's images and graphics against a list of known ad-related URLs. While it will not look to block all the ads on websites, it will prevent webpages from displaying "disruptive ads" even after they have been flagged.

Google has repeatedly pointed out that the patterns are based on a public EasyList filter rules that include its own AdSense and DoubleClick ad platforms. So it won't block all ads - just those that don't conform to the Coalition for Better Ads guidelines.

For end users, nearly all of this work will go on behind the scenes, as Chrome's ad filters will recognize websites with a Failing rating and block network requests for images or Javascript when loading a page, effectively removing the ads entirely.

Latest News