Google will start to block intrusive, annoying advertisements in its Chrome browser. The new feature should be rolled out next year, the company writes on its blog.
“We plan to have Chrome stop showing ads (including those owned or served by Google) on websites that are not compliant with the Better Ads Standards starting in early 2018,” Google’s VP of Ads and Commerce, Sridhar Ramaswamy, writes in the blog.
The Better Ads Coalition recognizes the importance of advertising as a revenue source for publishers but sets guidelines that should make sure advertisements don’t disrupt user’s experience, interrupt content and cause slow browsing. The coalition hopes that therefore users won’t resort to ad blockers, because ad blockers also block the revenue stream of well behaving, legitimate publishers.
From 2018 Chrome will no longer show ads that do not adhere the Better Ads guidelines on both mobile and desktop. The feature will be enabled by default.
Google will also help publishers, they will get access to a tool that can determine whether their site doesn’t violate the Better Ads rules.