Chrome's Ad Blocker Will Start Functioning From February 15th, 2018

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Chrome had previously pledged to block certain ad units once the CFBA's framework was in place.

We reported on rumors of future baked-in ad-blocking in Google's popular Chrome web browser back in April.

As first reported by VentureBeat, Google revealed that native ad-blocking will go live on Chrome starting february 15 in a blog post for developers.

It is likely that most companies who want the freedom to set their ad ratio themselves will not register with CBA, for risk of being found in violation of the policy and getting all their ads blocked by Google.

Chrome's Ad Blocker Will Start Functioning From February 15th, 2018
Chrome's Ad Blocker Will Start Functioning From February 15th, 2018

The revelation follows a Monday reveal by the Coalition for Better Ads of guidelines for companies like Google to create better web browsing experiences. But it will be blocking all ads from sites where even one ad displayed on the site doesn't meet those standards, even if the rest are technically in compliance.

Google's hope is that Chrome's built-in ad blocker - which it sees as a "natural evolution of pop-up blockers" - will reduce the use of the third-party blockers that hide all ads. This program attempts to define standards for online advertising, recommending against some of the more annoying ones. The four types of unacceptable desktop ads are considered just as bad on mobile, but they're joined by flashing animated ads, postitial ads with countdowns, full-screen scrollover ads, and sites that have an ad density greater than 30%.

We now have a date for when these changes will take effect: February 15. This is also where alleged violations can be appealed by website owners.

Effective February 15, 2018, Google will block all ads (including those owned or served by Google) on all websites that display non-compliant ads.

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