Last summer Google announced that they were working on adding a built-in ad-blocker to their Chrome browser, including the mobile version, as part of an attempt to improve the online web browsing experience. New reports indicate the ad blocker is just about ready to roll out to end users – close enough that a tentative date of February 15, 2018 has been set.
The new ad-blocker that Google is adding to their Chrome browser is not meant to block all ads. Instead, Google is focusing on “sub-par ads” that do not meet the Better Ads Standard established by an industry group. Providers who serve up ads, including Google itself, were noticing a disturbing trend of users installing third-party ad blockers to stop all ads from being loaded when on web sites. This is not only bad for the advertisers whose ads are no longer seen, but for the web site operators who used revenues from the eyeballs seeing ads to help offset the cost of keeping a site up and running.
Google and their partners figured out that web surfers are not opposed to all ads per se, but are annoyed by ads that do things that are intrusive and irritating. This might include doing things like covering a web site with a full screen ad and no apparent or easy way to dismiss the ad or automatically launching video ads with sound or using annoying, flashing animations.
Web site developers have been provided information by the industry coalition on how to ensure their web sites do not have a “failing” ad experience grade. Should they find their sites failing, the new Chrome ad-blocker will remove all ads before displaying a site, not just the offending ad. Google and the coalition believe this will serve as an incentive for web site owners to remove the offending ads or press their advertisers to change their ads to something that complies with the new standards.