The Coalition for Better Ads stepped into prominence this month when Google, one of its board members adopted the coalition's standards to ban annoying ads on Chrome. (What is an annoying ad?)
Based on research that the coalition ran amongst 25,000 consumers in North America and Europe, these are the least preferred ads for consumers across both desktop and mobile platforms. Starting February 15, these ads are now banned on Chrome and these changes will begin to take effect with consumers in the regions where the research was performed. According to Ryan Schoen, the product manager for the Chrome Web Platform, 42% of the sites, including AdSense and DoubleClick customers, that were out of compliance with the Better Ads standards have already fallen in line and more will follow as their ads continue to get blocked. Not only will offensive ads be blocked on non-compliant sites, but also all other ads on the site will be blocked. As it stands, Google will issue warnings to offenders and give them a thirty day grace period before it shuts off their ads. Evaluations for worried sites can be found at both Ad Experience Report API and the Ad Experience Report in Google’s Search Console.
Given that visitors originate from any part of the world, the restrictions are based on the majority origin of a site's visitors rather than where a viewer is browsing. Affected sites have a Google popup that shows that ads have been blocked so that consumers have the option to reinstate the ads should they want to. One of the expected results of the built-in ad blocker is that good quality ads will likely have more access to consumers because removing bad/ annoying ads could potentially reduce the need to launch a general ad block on Chrome. For Google, this means that beyond the Android market, more users will use Chrome because of its quality assurance and as a result, help the company sustain its position in the advertising world.
https://techcrunch.com/2018/02/14/how-chromes-built-in-ad-blocker-will-work-when-it-goes-live-tomorrow/
https://blog.chromium.org/2018/02/how-chromes-ad-filtering-works.html
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