NEWS & TRENDS

The new ad blocker pre-installed in Chrome will change the way we see ads on websites: this is how it works

Image: Google Chrome

As of this Wednesday, Chrome users will begin to see fewer ads when browsing the Internet. It might seem like a strange move for a company that lives to sell advertising spaces, but Google has implemented its own adblocker and it makes a lot of sense.

This is the situation: between 20 and 40% of Internet users have installed an advertising blocker on their phones and computers. These are terrifying figures for companies that base their business models on online advertising, but it is a situation that they caused themselves. After all, advertising on the Internet is increasingly aggressive, and people who have ended up blocking it have done so because they were tired of the countdowns, the pop-ups that cover the entire screen and the automatic playback videos.
However, not all ads are annoying. In fact, there is a coalition of companies – Coalition for Better Ads – that has defined standards to distinguish between good and bad ads. Ideally, all websites and ad platforms in the world would follow these standards.

Another option would be for adblockers to come with exceptions for this type of acceptable advertising, as Adblock Plus does , but companies like Google, Facebook and Microsoft (which are part of Coalition for Better Ads) do not like anything that a third party controls what users see and stop seeing.

That’s why it makes so much sense for Google to create its own ad blocker based on Better Ads standards. That’s why, and because almost all the websites we visit live on advertising: Google needs to do something to save the web as we know it. This is where the latest version of Chrome, the most widely used browser in the world, comes into play.

How does it work

The Google advertising blocker will come pre-installed in Chrome, both in its desktop version and its mobile version. But it will not work as you think. For a start, it will only affect those ads that do not meet the requirements of the Better Ads Experience program , defined by the coalition of which Google, Facebook, Microsoft and other parties are involved.

In total, they are listed 12 types of undesirable ads that are grouped into two experiences:

Desk

And mobile

For example, ads that occupy more than 30% of the phone’s screen, autoplay videos with sound, pop-up ads, ads that open before loading the page you want to see and large ads will be blocked.

According to Google on the Chrome blog, this selection was made after surveying more than 40,000 Internet users in North America and Europe. Participants saw some of the most common advertising experiences and had to assess how intrusive the advertisements were. The result is what you see above.

Now, advertising will not be blocked by default every time you enter a website with annoying ads. What Google will do is take several samples of a specific domain and analyze if that website is publishing ads from the aforementioned categories. Next, the site will receive a score. Sites that do not meet the Better Ads standard will be notified to review their advertising practices; If anyone ignores the warnings, their ads will be blocked by default after 30 days.

Chrome will automatically block intrusive ads on sites that have been found to violate the Better Ads Standards, but users have the option to disable the feature by selecting “allow ads on this site.”

From that moment, if you visit a website that has been blacklisted by Chrome, you will see a message in the address bar or on the bottom of the phone that will notify you that the ads on that page have been blocked (and it will give you the option to allow them forever).

It is good news for users who are tired of being bombarded with intrusive advertising, and a smart approach that will forever change the way we navigate, even if we are not Chrome users. Thanks to Google’s influence, many advertising platforms and webmasters will be forced to change their advertising space based on Better Ads requirements.

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