Google Chrome's Ad Filtering Goes Live Tomorrow, Here's How it Works


Last year Google announced it would be releasing a native ad blocker for Chrome-which surpassed 1 billion users in 2015-but it wasn't clear until more recently when we would actually see that ad blocker. But some in the industry say the ad giant's move is self-serving, and they contend Google overly influenced the process that selected which ad types to block.

Google believes if ads were more useful and engaging, fewer people would resort to installing ad blockers. We also get some insight into Google's ultimate goal behind the new ad blocking system.

Failing is one of several review statuses that are part of the Ad Experience report, including not reviewed, passing, warning, and review pending. An integrated ad blocker for Chrome was in the works since previous year and we can expect to see it in action soon. "These results define initial Better Ads Standards that identify the ad experiences that fall beneath a threshold of consumer acceptability". Those Coalition for Better Ads guidelines aren't new, and anyone could voluntarily conform to its standards.

"That's why starting on February 15, Chrome will stop showing all ads on sites that repeatedly display these most disruptive ads after they've been flagged". The ad blocker then detects when a user enters a failing site and checks the page's images and graphics against a list of known ad-related URLs.

Some users may look at the new ad blocker as a way for Google to undercut competition, but the company assures the new rules will apply to its own ads.

Sites are considered in violation if more than 7.5% of their page views include a crappy ad experience, as per the coalition standards. It said that while some of the ads that violate the standards have intrinsic problems, in other cases, the problematic experiences are the fault of the site owner - displaying high ad density or prestitial ads with a countdown. If a match is found, Chrome will block the network request which will prevent the ad from being displayed.

Here are Google's recommendations for ads to use in place of the "annoying" ads being blocked. Users can choose to switch it off by going into Chrome Settings Content Settings Ads. That's not the focus here, though, and Google says it's at best a secondary effect.

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"There are still some metrics that need to be evaluated, but I think there are some advertisers out there that don't fully appreciate how these experience affect their brand equity as well", according to LeBeau.

Instead of using pop-ups or prestitials with countdowns, try using "takeover" ads that border the main content of the entire screen.

But money is important to both Google and the online companies that make money from advertising. Not only will Google appreciate it, it's likely your visitors will as well.

Google says, in a flawless world, it would prefer not to block any ads at all.

In early February, Google said that just 1% of publishers are not compliant, based on an audit of more than 100,000 sites across North America and Europe.

You now have all the information, tools, and resources to ensure your site is in compliance with the Better Ads Standards.