Chrome's Ad Blocker Goes Worldwide in July

Chrome's Ad Blocker Goes Worldwide in July

The in-house Google Chrome ad-blocker, which was initially launched for United States, Canada, and Europe a year ago, is ready to roll out worldwide on July 9th, Google said in a blog post. Chrome's ad-blocking mechanism will follow a set of guidelines called the "Better Ads Standards" to determine if an ad exhibits spammy behaviour and whether it should be blocked. It doesn't block all ads, but only ads on sites that feature intrusive adverts that have a negative impact on users' internet browsing experience.

"Today, the Coalition for Better Ads announced that it is expanding their initial Better Ads Standards beyond North America and Europe to cover all countries, worldwide".

This shouldn't be something new for website owners, as many have already corrected sites since late 2017 when Google first announced Chrome's built-in ad blocker rollout for North America and Europe.

Google claims that users' experience on the Web ranks higher on the company's priority list compared to the money they generate for the search giant. That includes pop-ups, auto-playing videos, full-screen ads, and prestitial ads that appear before the content of a page loads, among others. Publishers will then have 30 days to resolve the problems otherwise Chrome will begin filtering ads on the site.

"In the U.S., Canada, and Europe, website owners have successfully been able to make changes to the ads on their sites".

In the Chromium blog post, Google also said, "Our ultimate goal is not to filter ads, but to build a better web for everyone, everywhere". The search giant says two-thirds of the websites previously breaching the guidelines have altered their strategy to comply with them, and that it has only filtered one percent of ads using this scheme out of millions it investigated. Google analyzes sites and warns those with overly intrusive ads that they'll be added to a blacklist if they don't change their ways.