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Google's Chrome Will Start Removing "Failing" Ads In February

20 December 2017

The new Chrome ad blocker will be based on standards established by the Coalition for Better Ads (CFBA), and will be the default service for all Chrome browser users. Chrome's built-in ad-blocker will start working on February 15, 2018, the company announced today. One can probably guess numerous types of ads that won't meet the guidelines: full-page interstitial ads, ads that play sound unexpectedly, and pop-ups, among others. Google can also help you in their Ad Experience Report Help Forum.

Following the launch of the ad-blocker on February 15, any advertisements that have a status of "failing" in the Coalition's Ad Experience Report for more than 30 days will be blocked from Chrome. Site owners can then submit their sites for a review after any violating ads have been removed. On Tuesday, the company said that starting February 15, the browser would block all ads on sites that repeatedly show autoplay videos and full-page or pop-up ads. Google plans to replace Chrome 63 with version 64 on January 23 and to release version 65 on March 6. According to Venturebeat, Google's strategy is to use Chrome to choke off revenue from low-quality ads on websites.

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Google's decision to join the Coalition for Better Ads earlier this year signaled that big changes were coming in the world of online advertising. In the four months after the initial period, that figure drops to 5% before landing at a permanent 2.5% in mid-August 2018. The ad-blocker will be available for both desktop and mobile, and it'll be quite interesting to see how the online landscape changes following its release.