Google Announces Launch Date for New Ad Blocker

Apps and Software

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Google has finally announced a launch date for its new ad blocker for Chrome. It already stated last June that the built-in feature will start blocking invasive advertisements from the browser early next year. Now the company says that it will be rolled out starting February 15.

However, the ad blocker will not be cutting out all ads. Instead, it will block only those that are deemed "bad" by the Coalition for Better Ads, of which Google, Microsoft, and Facebook are members, to name a few. It aims to provide a better ad experience, keeping out annoying advertisements while retaining those that are most preferred by users.

According to the Better Ads Standards developed by the coalition, bad ads for desktop include pop-up ads, auto-playing video ads with sound, prestitial ads with countdown, and large sticky ads.

On the other hand, bad ads for mobile include pop-up ads, prestitial ads, ad density higher than 30 percent, flashing animated ads, auto-playing video ads with sound, postitial ads with countdown, full-screen scrollover ads, and large sticky ads.

Vincent Lanaria of the Tech Times explains that websites with ads that violate these standards will be notified through the Ad Experience Report, which will identify what needs to be fixed. The websites may then request another review from Google after taking care of these. However, if the issues still haven't been addressed after 30 days, all the ads on their website will be blocked, including the ones they own.

Lanaria points out that since Chrome 64 is set to be released on January 23 and Chrome 65 on March 3, Google will probably turn on the new ad blocker automatically on its release date of February 15.