Google recently updated Chrome to automatically block ads that fail to meet particular quality standards. The ad-filtering system is designed to discourage the use of annoying ads by website owners.


What kind of ad types will be blocked?

Research has found 12 ad experiences to be particularly annoying to users. Image source: Coalition for Better Ads

For desktop, Google will block:

  • Pop-up ads
  • Video ads that play automatically with sound
  • Large sticky ads
  • Ads that count down and block the screen while content is loading.

On mobile, the browser will filter out:

  • Pop-up ads
  • Video ads that play automatically with sound
  • Ads that block the screen (whether they have a countdown function or not)
  • Large sticky ads
  • Animated ads that flash
  • Full-screen scroll-overs
  • Excessively dense ads.


How does the blocking process work?

To combat the negative user experience some ads cause, Google has adopted a 3-step process:

  1. A website is evaluated and given a rating (pass, warning, fail) in line with the Better Ads standards.
  2. If there’s a warning or fail, the site owner will be told via Google notifications. They can then address the issues and submit their site for reevaluation.
  3. If a website has a high number of violations that aren’t addressed within 30 days, it will be blocked.


How will users know the ad blocker is working?

  • On desktop: The ad blocker will be visible in Chrome’s address bar (similar to a pop-up blocker icon).
  • One mobile: A small prompt will appear at the bottom of the screen to indicate ads have been blocked.

For further information on this update, please see the full announcement here.

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