Google Chrome Native Ad Blocking to Become Available Worldwide on July 9

Google Chrome Native Ad Blocking to Become Available Worldwide on July 9

Google has confirmed that it is making the native ad-block functionality in its Chrome web browser an global experience, starting in July this year.

The Better Ads Standards were chosen based on the feedback of over 66,000 users around the world. "The Standards identify 12 experiences that users find intrusive and that advertisers, publishers, and technology vendors should avoid showing".

Chrome has been ostensibly blocking these "intrusive" ads for many of us since previous year, but it will start following the same behavior in the rest of the world beginning on July 9th. That includes pop-ups, auto-playing videos, full-screen ads, and prestitial ads that appear before the content of a page loads, among others.

It's an expansion to an ad-blocking feature launched in February previous year that initially focused on sites in North America and Europe.

The ad-blocker is created to dissuade publishers from obnoxious ad practices defined by a consortium called Coalition for Better Ads through its Better Ads Standards.

Google reports positive results after implementing ad blocking in Chrome previous year. "Following the Coalition's lead, beginning July 9, 2019, Chrome will expand its user protections and stop showing all ads on sites in any country that repeatedly display these disruptive ads". It's been great news for those of us in the U.S., Canada, and Europe so far, as it means tens of thousands of websites no longer display those aggressive adverts. "As of January 1, 2019, two thirds of all publishers who were at one time non-compliant to the Better Ads Standards are now in good standing", said Ben Galbraith, Senior Director of Product for Google Chrome.

The company also shared some of the early successes of its ad blocker program in the US, Canada and Europe. From their they can toggle the setting for "Blocked on sites that show intrusive or misleading ads (recommended)" to "Allowed" as shown below.

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