Google Chrome’s Ad Blocking Update

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?

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.