Google Prepares ‘Bad Ads’ Blocker For Chrome Browser

In February of next year, Google is going to implement a new ad-blocker for its Chrome browser. The new ad-blocking software is reportedly designed to block “bad ads” from the system to ensure that the user experience Chrome provides is smooth.

On Tuesday, Google took to its Developers Page to announce the changes that will transpire in the coming months with regard to the newly announced Better Ads Experience Program of the Coalition for Better Ads. The big change is set to happen on Feb. 15 when Chrome removes all ads from sites with a “failing” status in the Ad Experience Report for over 30 days.

Google said in its post that in light of its decision to support the Better Ads Standards next year, it is now going to use the Ad Experience Report to control the ads that will be shown in sites accessed via the Chrome browser. The Ad Experience Report contains all ads that may have violated the Standards, so Google is making use of this intel to ensure that the Chrome user experience isn’t tainted.

Android Police reports that the Better Ads Experience Program offers guidance for advertisers to see to it that their ads won’t be considered a nuisance. Ads that are considered bad for user experience include full-screen ads with countdowns, pop-up ads, large sticky ads, scrollover ads and autoplaying video ads. Sites with any of the said “bad ads” will be given a “failing” rating by the Coalition for Better Ads.

The Better Ads Standards are currently intended for both desktop and mobile web environments in North America and Europe. Ads that are considered bad for the mobile browser user experience include: pop-up ads, ads with density greater than 30 percent, auto-play video ads with sound, prestitial ads, flashing animated ads, full-screen ads, large sticky ads, scrollover ads and postitial ads with countdown.

For owners who want to redeem their ads, they can submit their pages for re-review once they have addressed the issue. When the problems are fixed, their ads could start working again in Chrome. Google encourages advertisers to read more about its new policy in the Ad Experience Report Help Center.

Here’s the Coalition for Better Ads’ explanation on what its new program is all about:

“The Program will maintain a register of certified companies that will not have ads on their sites filtered based on the Standards by browsers and advertising technology companies that participate in the Program. If compliance issues arise, certified companies will be notified and have an opportunity to address violations or to pursue review by an independent dispute resolution mechanism available through the Program. Additional details about the program, including the registration process, fees, and other details, will be released in January for review by companies that are interested in participating.”