Google Reveals How Chrome’s New Ad Blocker Works

Google Chrome now has its own built-in ad blocker. We first found out about this in April 2017, and by July 2017 Google was testing its new ad blocker. In December 2017 Google revealed more details about the Chrome ad blocker, and informed us it would be arriving in February 2018.

Google is enabling Chrome’s new built-in ad-blocker on February 15. This won’t block all ads on all sites, but will sniff out bad ads and then punish the sites serving them up to readers. And in order to clear up any confusion, Google has explained how Chrome’s new ad blocker works.

How Google Chrome Blocks Ads

Chrome’s built-in ad blocker is really quite simple. As part of the Coalition for Better Ads, Google has identified the types of ads it no longer wants to see. These include pop-ups, auto-playing video ads, prestitial ads, animated ads, and large sticky ads.

Google will evaluate websites by analysing a sample of its pages. Each site will then be given a status of Passing, Warning, or Failing. Sites that are Failing are given the opportunity to clean up their act. In the meantime, all ads will be blocked on those sites.

From a user’s perspective things are even simpler. When you navigate to a site, Chrome’s ad blocker will check if that site is Failing. If so, Chrome will display a message informing you that ads are blocked on this domain and asking if you want to “allow ads on this site”.

Google’s intent here is to not block any ads at all. The hope being sites will clean up their act to comply with the new rules. However, in the event that sites don’t comply, they’ll be prevented from showing any and all ads to anyone using Google Chrome.

Most Ad Blockers Are Evil

Ad blockers which block all ads are evil by virtue of the fact they kill websites’ primary source of income. Income which is needed to pay for the costs associated with running a website. Including the wages of the writers producing content. Myself included.

Google Chrome’s built-in ad blocker, on the other hand, is merely an attempt at improving the quality of ads being shown across the web. And that’s something we can all surely get behind. Let’s just hope it works as advertised. Unintended irony.

Do you currently use Chrome? Are you glad Google is adding an ad blocker? And do you like the way it’s designed to work? If you don’t currently use Chrome, is this ad blocker enough to tempt you into switching? Please let us know in the comments below!

Image Credit: Stephen Shankland via Flickr


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