Chrome’s Mighty Ad-Blocker Is Live Now, Works Differently Than Others

Google Chrome Ad Blocker Android

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Google first dropped
the word about Chrome’s upcoming ad-blocker in June last year, set for early 2018 release.
A couple of months later, an implementation of the tool was
introduced in Chrome Canary.
Now, the official launch date of the much-awaited ad
filtering tool has arrived.

It looks as if Chrome’s adblocker is an attempt to weaken
the dominance of the well-known software AdBlock Plus (ABP)
which made the life of advertising companies somewhat
miserable. And Google is one of them.

While AdBlock Plus, through browser extensions, starts kicking
out ads right away, Chrome’s ad-blocker works in a slightly
different way.

It’s already known that the tool adheres to the Better Ads
Standards set forth by the Coalition for Better Ads after
surveying over 40,000 humans. The ad-blocker monitors how well
the websites comply with Better Ads Standards and generates an
Ad Experience Report.

Better Ads Standards calls different types of ad experiences as
intrusive. On desktops, these are classified as pop-ups,
auto-playing video ads with sound, large sticky ads, prestitial
ads with a countdown, etc. For mobile devices, the list expands
to include full-screen scrollover ads, flashing animated ads,

Google Chrome Ad blocker better ads standards

Google says that not all ad experiences are intrusive, the
bad practices by websites degrade the
experiences. For instance, they might throw ads towards
visitors like the bullets from a machine gun.

The tool removes all advertisements on the websites which have
a “failed” status in the experience report for more than 30
days. The report is created after analyzing sample pages from
the website, and a ‘Passing’, ‘Warning’, or ‘Failing’ status is
awarded to the site. But before taking the hard step, the sites
are informed about the issues and time is provided to address

Out of the websites violating Better Ads Standard, around 42%
have fixed their issues as of Feb 12. So, it seems Google
doesn’t want to wipe the advertisements out of their existence,
just make them less annoying. In fact, if they intended to do
so, they would have been biting their own hand.

However, having more control could allow them to make better
use of their ad platform as they will be the deciding authority
on whether to block ads or not. Also, given the popularity of
Chrome, providing a built-in ad-blocker would make people
search for such tools less often and decrease their adoption
over time.

Apart from taking down annoying ads, Google is also working to
add paywalls to help publishers who don’t want to rely on

How to use Google Chrome’s ad-blocker?

Google Chrome Ad Blocker Android

To use the Chromes ad-blocker, the users have to do nothing.
When they visit a website, Chrome automatically checks if the
site violates the ads standards or not. If it does, then Chrome
blocks URL requests related to advertisements. A message
informing the user about blocked ads appear on the screen.

Also Read: PSA: Don’t Use Facebook’s New
“Protect” Feature. It’ll Download This “Spyware”


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