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Google expanding Chrome ad-blocking initiative to global markets this July

10 January 2019

Last year Google rolled out what was effectively a built-in adblocker for Chrome - though it only applied to "intrusive" ads that didn't meet the standards set by the Coalition for Better Ads.

"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". 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.

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Chrome started blocking such ads back in February previous year while Google also put a halt to selling ads that violate the Coalition for Better Ads' guidelines and have a negative impact on the web browsing experience. Examples of abusive ads include pop-up ads, auto-play video with sound, prestitial ads, and large sticky ads.

This announcement comes on the back of a release from the Collation, that it's applying its standards to ads run beyond North America and Europe. 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. As Chrome follows the same standards, Google has chose to expand their coverage on the same date to stay aligned with the Coalition.

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The expanded ad-blocking functionality in Chrome will go live on July 9th, Google has confirmed. It's been great news for those of us in the U.S., Canada, and Europe so far, as it means tens of thousands of websites no longer display those aggressive adverts. As of January 1, 2019, two thirds of all publishers who were at one time non-compliant to the Better Ads Standards are now in good standing. Google will first warn the concerned parties if an ad is detrimental to users' web experience, and if they fail to take necessary action, Chrome will block them on the website. Also, less than 1 percent of websites had their ads filtered out of millions of sites the company reviewed. From their they can toggle the setting for "Blocked on sites that show intrusive or misleading ads (recommended)" to "Allowed" as shown below.

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Google expanding Chrome ad-blocking initiative to global markets this July