Google Chrome in 2018 will follow the Coalition for Better Ads' standards by blocking several types of intrusive ads.
In June of this year, Google officially announced that it would be making some key changes to its web browser, Chrome, in an effort to target and stop bad ads from attacking your eyeballs while browsing the internet. It's worth noting that the native ad-blocking feature on Chrome won't prevent ads from tracking you. Based on a framework developed by the Coalition, the Better Ads Experience Program will certify web publishers that agree not to use the most disruptive ads identified in the Standards and will accredit browsers and advertising technology companies that will assess publishers' compliance with the Standards and filter digital ads based on the Standards. One can probably guess numerous types of ads that won't meet the guidelines: full-page interstitial ads, ads that play sound unexpectedly, and pop-ups, among others.
According to VentureBeat, a single violating ad won't be enough to get a website blacklisted.
In a post to the Google Developers Blog, Google today revealed that its ad blocker will go live within Chrome on February 15.
It's also hoping that by building its own ad-blocking into Chrome, it can alleviate the concerns of consumers who find intrusive ads ruin their experience, but without having them resort to using more restrictive third-party blockers that potentially cut into their own primary business - which remains selling ads.
Sites that are in violation of these guidelines can be reported to Google's Ad Experience Report. "All of this information can be found in the Ad Experience Report Help Center, and our product forums are available to help address any questions or feedback".