Google Chrome is expanding its ad blocking efforts worldwide on July 9, which will affect sites that repeatedly show disruptive ads.
In February 2018, Google rolled out an update to Chrome designed to block abusive ad experiences.
After launching last year in the United States, Canada, and Europe, Chrome’s built-in ad blocker will expand to every country in the world on July 9th, Google said in an announcement today.
Google started blocking ads last year based on guidelines developed by the Coalition For Better Ads, a trade group the company helped launch. The guidelines prohibit websites from using obtrusive advertising strategies, like employing pop-ups or videos with auto-playing sound.
In its announcement today, Google said its “ultimate goal is not to filter ads, but to build a better web for everyone, everywhere.” While some have cheered the plan as a way to rid the web of its most annoying ads, critics have argued that Google, which is a massive purveyor of advertising, should not be allowed to act as gatekeeper in the ad world. As the launch goes global this summer, the stakes of that debate will only get higher.
Developed by the Coalition for Better Ads, the Better Ads Standardsfocus on 12 intrusive ad experiences that are particularly disruptive to users. On both desktop and mobile, this includes pop-ups, prestitial countdowns, auto-playing video, and large sticky ads. The latter platform has other considerations like flashing animated ads and full-screen scroll.
When these experiences are identified on a site, publishers can be alerted via the Ad Experience Report in the Google Search Console. If sites do not address the warnings, Chrome will go ahead and filter out the ads from pages. Google noted today that its own advertising platforms have stopped selling ads that violate the standards.
In North American and Europe, this ad blocking has been in effect since last year and has shown results. According to Google, US, Canadian, and European sites have worked to abide by the standards. The company has already reviewed millions of sites around the world.
The Coalition for Better Ads is now moving to apply the standard globally. Starting July 9th, Chrome will begin filtering repeatedly disruptive ads around the world. Google is making its Ad Experience Report tool available to all publishers beginning today. This will identify intrusive ad experiences, current standings, note outstanding issues, and allow sites to request a review.