However, if not addressed within 30 days of notification, Chrome's ad blocker comes into play. Instead, it will only remove ads that do not follow "Better Ads Standards", a set of standards for acceptable and unacceptable web ads created by a coalition of organizations and companies including Facebook, Google and Microsoft. Once the feature is enabled, Chrome will automatically filter out advertisements that do not adhere to the Better Ads Standards which were previously established by the Coalition for Better Ads, which Google joined a year ago. Last year, the Coalition of Better Ads surveyed 40,000 users to rate the intrusiveness of common ad types.
Sites like Forbes, the Los Angeles Times, the Chicago Tribune, and InTouch Weekly all recently made changes to stop Chrome from blocking ads on their sites, according to a Google spokesperson. Those typically block alladvertisements, which cuts off revenue for both those websites and Google. Websites and publishers will be evaluated based on a sample of their site pages and how well they comply with the standards.
Google dipped its toe in these waters before, starting with the introduction of its Ad Preferences Manager (now called Ad Settings in Google Accounts) in 2009. Under the new measures, if a poor ad experience is spotted in Chrome - either on desktop or mobile - it will be the website owner's responsibility to address the offending adverts. To us, your experience on the web is a higher priority than the money that these annoying ads may generate-even for us. If it determines that you are indeed visiting a domain with irritating ads, the filter will check network requests on the page against ad-related URL patterns in order to block those ads. These may include ads that pop up on the entire screen as well as auto-playing video ads. Meanwhile, on desktop, the interface is similar to Chrome's existing pop-up blocker in the right side of the Omnibar. The evaluation status of sites can be accessed via the Ad Experience Report API.
When browsing, Chrome's ad filter will first check if the particular webpage the user is on belongs to a site that has failed the Better Ads Standards. The company noted that as of February 12, 42 percent of sites that were previously "failing" the Better Ads Standards have since resolved their issues and are now "passing".
"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", writes Rahul Roy-Chowdhury, vice president of Chrome.
So, this seems like a sound move overall, as not many people will argue against having those more frustrating and annoying ads blocked.