Google tackles bad ads

Google Chrome on mobile

Google tackles bad ads

Chrome's mission to improve advertising on the web by blocking intrusive ads, like pop-ups and interstitial ads, will kick off today.

Google reported that 42 percent of all sites that didn't meet Better Ads Standards when the blocker was announced in December had updated their ads to meet the requirements as of February 12, and more are expected to do so as the blocker is rolled out, Windows Central reported.

"The most intrusive ad experiences include prestitial ads (those full-page ads that block you from seeing the content on the page) and flashing animated ads", blogged Chris Bentzel, Chrome's engineering manager, citing a survey of 40,000 U.S. and European web users. The company's targeting "particularly intrusive" ads which do not meet the guidelines set out by the Coalition for Better Ads.

Chrome is the most-used Web browser around the world.

This is what it looks like when Chrome detects bad ads on your mobile device; and what happens when you tap Details. Apple's Safari came in second for mobile with 28% and Firefox was second for desktops and laptops with 12%.

Google first dropped the word about Chrome's upcoming ad-blocker in June previous year, set for early 2018 release. Those again are rather in discriminatory as it tends to block all ads and not just the annoying ones.

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"Publishers have had time to prepare for this much-needed update to Google Chrome, and it will only be those that continue to intentionally run bad ads that are likely to see their revenue decline dramatically", said Alex McIIvenny, UK Country Manager at native advertising solutions agency Ligatus. If it does, then Chrome blocks URL requests related to advertisements.

Among the type of ads being targeted are pop-ups and those which auto-play video with sound.

Roy-Chowdhury says all publishers can explore resources here to find out if their adverts contravene the standards. If you visit a site that uses one of these ads, Chrome will now automatically remove it from the page.

After you're done with that, hit the comments and let us know what you think about the new feature - and whether it might bring you back to Chrome if you've abandoned it for another.

Nope. Ads pay the bills for all the content we enjoy online.

"We've already seen more and more people express their discontent with annoying ads by installing ad-blockers, but blocking all ads can hurt sites or advertisers who aren't doing anything disruptive". While the standards are only for the single Coalition for Better Ads, two of the biggest forces in online advertising, Google and Facebook, are members.

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