Google developers told us when a blocker of low-quality advertising appears in the Chrome browser. For the first time this was talked about in the spring, in the summer the filter was added to the test builds, and on February 15, 2018, the function is activated in all versions of Chrome.
Google supports the Coalition for Best Advertising initiative, which was also joined by Microsoft, Facebook and large media companies. This alliance is aimed at combating unacceptable advertising on the Internet, which includes pop-ups, full-screen banners, stubs with a countdown and automatic video playback with sound. Examples of such formats are shown below:
To check the site for violations, you can use the Ad Experience Report tool. After compiling the report, the owner has 30 days to fix the problems. If bad advertising will continue to appear on the resource, the browser will immediately block all banners, including ads from the Google advertising network. This is not a life sentence - getting rid of importunate advertising, the owner can submit a re-application for analysis.
The site will not go to the list of violators because of one or two ads that do not meet the quality standards - the blocker has a certain threshold. In the first two months after launch, the system allows 7.5% of unwanted ad impressions, for another four months the maximum share will be 5%, and only then it will be reduced to a standard 2.5%.
The implementation of the function is not tied to the timing of new versions of the browser. Chrome 64 will be released on January 23, in February Google will turn on the ad blocker, and only on March 6 the release of Chrome 65 is expected. We are not surprised if in a couple of months the company will remove third-party extensions like AdBlock and uBlock from the Chrome Web Store that can block all advertising on conscientious resources .
Sources: Google , VentureBeat
Read in Russian: В феврале Google Chrome начнет блокировать назойливую рекламу