Google Chrome Native Ad Blocking to Become Available Worldwide on July 9

Last year Google rolled out what was effectively a built-in adblocker for Chrome - though it only applied to "intrusive" ads that didn't meet the standards set by the Coalition for Better Ads.

Hopefully, this will encourage marketers to adhere to the Coalition's ad standards, and not devise new ways to skirt the guidelines and annoy users. With the CBA's announcement of the worldwide expansion of the Better Ads Standards, Google said Chrome's ad filtering will apply globally, too.

It's an expansion to an ad-blocking feature launched in February a year ago that initially focused on sites in North America and Europe. "As per the Better Ads Standards guidelines, pop-ups, full-screen ads with a countdown that appear before a website's content is shown ('prestitial"), auto-play videos with sound and large sticky ads will be classified as obtrusive on desktop and will accordingly be blocked. Admins can check a special report page describing the nature of abusive ads and fix them to ensure a non-obstructive user experience on their sites.

Website owners can check if their sites use ads that break the Better Ads Standards using a special dashboard named the Ad Experience Report, where they can also request removal from Google's ad block backlist when they remediated any issues with intrusive ads.

Google's Chrome browser this summer will start blocking those annoying ads around the globe. It's been great news for those of us in the U.S., Canada, and Europe so far, as it means tens of thousands of websites no longer display those aggressive adverts.

Google says that at the beginning of January 2019, two-third of non-compliant publishers have now made the necessary changes and only one percent of reviewed sites had their ads filtered. As of July 9, the same ad blocking practices will affect sites in all countries. This means that Google is expanding the reach of Chrome's ad blocker on its own servers and not through the program itself.

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