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Science
15 Feb 2018

Bye-bye ads! Google Chrome's integrated ad blocker to go live

As of today, Google is firing up an integrated ad blocker in Chrome in a bid to combat what it calls 'intrusive' ads.

This basically means that when the feature goes live, Chrome will start blocking ads which do not follow the 'Better Ads Standard' as laid out in line with the consumer research by an industry watchdog.

Here's more on the ad blocker.

In context

Chrome's ad blocker: What you need to know

Functioning

A behind-the-scenes peek at how the ad blocker will work

Google says it will evaluate a sample set of pages from any website and look for violations in the aforementioned Better Ads Standards. After scanning the site, Google will award a 'pass', 'warn', or 'fail' certificate.

Site owners will be given an opportunity to review their sites according to regulations for re-evaluation.

Users will be notified of any action by the ad blocker.

Desktops/Laptops

How the ad blocker will work for desktops and laptops

While normal ads will continue to function, Chrome's ad blocker will block the annoying ads.

Chrome for desktops and laptops will, from today, start blocking pop-up adverts, sizeable sticky adverts, autoplay video ads with sound, and 'prestitial' adverts which make users wait till the end of a countdown before they can access a website's content.

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Chrome's mobile ad blocker will be more stringent

Mobile devices

Chrome's mobile ad blocker will be more stringent

When it comes to Chrome for mobile devices, Google has been much more stringent.

Chrome for mobile devices will block all of the aforementioned advertisements - including all prestitial ads - as well as animated flashing ads, full screen scroll-over ads, and 'dense' ads which cover up more than 30% of the vertical height of a webpage.

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