Google's Chrome now has a baked-in ad-blocker that selectively targets Web sites that include auto-play adverts, pop-up adverts that have count-down timers, or mobile adverts that take up more than 30% of the user's screen at once, among others.
So far, about 18 percent of American desktop users have ad blocking software, which vastly reduces the number of ads they see and reduces the revenue for publishers and for Google. That would be a major blow for publishers, many of which rely on advertising revenue.
Following its test report in analysing ads across 100,000 websites in North America and Europe in June a year ago, the updated Chrome browser will evaluate websites based on a particular page and whether that page is serving any of the offending ad categories. Flashing animated ads, ads that use sticky panels and prestitial ads (ads that appear before any content on a page has loaded), will also be on the hit list.
Such ads existing on a webpage are flagged with a status score of "Passing", "Warning" and "Failing". Publishers will have the ability to view results and request a re-review after addressing the non-compliant ads on their website.
Rahul Roy-Chowdhury, Chrome VP, says this move was prompted when his team received feedback from users saying annoying ads are a big source of frustration. But we could also see an ad-filtering arms race that only encourages greater use of ad blockers. Those ads which "fall beneath a threshold of consumer acceptability", will be blocked by Google Chrome. Several publishers were warned months in advance that their ads were in violation of the standards and have brought them up to snuff, including the Chicago Tribune, the Los Angeles Times, The Wrap and In Touch Weekly.
This comes after the technology company made a decision to enhance user experience as ads were reportedly disrupting online experience.
From now on, the tech giant's new blocker won't allow advertising that doesn't meet the standards promoted by the Coalition for Better Ads - an advertising company which helps support valuable free content, robust journalism and social connections across the internet.
Ryan says ad-blocking companies are combatting PageFair's efforts since it was one of the first to be working in this area, and tries to ensure a fair balance between users and content creators.
The company said it will roll out new controls based on Better Ads Standards pulling ads that fail to meet the requirements. The ad blocking features of Chrome are live in v64 of the browser, which rolled out to the stable channel recently. Let us know your thoughts in the comments section below.