Google Chrome's built-in ad blocker will go live on February 15th

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. Google is also hoping that by bringing its own ad-blocker in Chrome, the user might not use third-party blockers that are more restrictive on ads and cut into Google's primary business i.e. selling ads. The February 15 start date for ad-blocking suggests that the feature could release by some mechanism other than a full Chrome version change. Google even went as far as to say that ad blocker use because of bad ads is threatening the sustainability of the web ecosystem. Google already revealed earlier that it is going to start blocking specific ads in Chrome, but now we know when.

Yesterday, the Coalition for Better Ads announced the "Better Ads Experience Program".

The addition of a new form of ad-blocking software isn't big news on the desktop browser front, where ad-blocking plug-ins of one type or another have been commonplace for well over a decade. No, it won't block all ads on all the sites; instead, it will only be stopping the ones that are incredibly annoying and mess with the user experience. Site owners can then submit their sites for a review after any violating ads have been removed.

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Google joined the Coalition for Better Ads, a group that publishes quality standards for display ads on the web, in 2017. Google can also help you in their Ad Experience Report Help Forum.

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. The problem with ad blockers is that they block all ads indiscriminately and this hurts legitimate publishers.

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