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Google's Chrome Will Start Removing "Failing" Ads In February

20 December 2017

Chrome had previously pledged to block certain ad units once the CFBA's framework was in place. Google has built an ad blocker into Chrome but it's going to function a bit differently.

According to Google, the goal is to stop showing ads from sites that use intrusive advertising experiences starting February 15.

Google's Chrome Will Start Removing

The revelation follows a Monday reveal by the Coalition for Better Ads of guidelines for companies like Google to create better web browsing experiences.

As a quick refresher, Chrome's ad-blocker will help filter out advertisements that don't meet new standards that have been created by the Coalition for Better Ads. Now when know when Google plans to send this ad blocker live, and it turns out that launch is right around the corner. The company has now announced that its browser software will start blocking nonconforming ads on February 15.

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In January 2018, the Coalition will begin rollout of the Better Ads Experience Program, a voluntary initiative for industry participants to improve the online ad experience for consumers and promote marketplace adoption of the Better Ad Standards. Google's Ad Experience program will allow the appearance of a non-compliant ad in 7.5% of all pages served by a site in the first two months after February 15.

An ad can get negative strikes against it towards that failing grade by autoplaying video, taking up the entirety of your display when you arrive at a website, and even just using regular pop-up ads.

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The addition of a new form of ad-blocking software isn't big news on the desktop browser front, where ad-blocking plug-ins of one type or another have been commonplace for well over a decade.

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Google's Chrome Will Start Removing