Google Chrome to Expand Ad Blocker Worldwide

Google Chrome Ad Blocker

Google has announced that its ad-blocking feature will be expanding worldwide by 9 July. It will have an effect on sites that repeatedly show disruptive ads.

Initially, the feature was first rolled out and affected the site in North America and Europe. As of July 9, the same practices will affect sites in all countries.


Last year Google joined the Coalition for Better Ads, an association that offers specific standards for how the industry should improve ads for consumers.

“An industry group dedicated to improving the web advertising experience, based on feedback from over 66,000 consumers around the world. The Standards identify 12 experiences that users find intrusive and that advertisers, publishers, and technology vendors should avoid showing.”- Google Blog.

Example of disruptive/abusive ads includes pop-up ads, auto-play videos, prestitial ads, and large sticky ads.

As mentioned above The Better Standard consist of 12 ad experiences that found annoying to users. Below is an example of these 12 ad experiences.

How it Works

When a user navigates to a website/page, the browser’s filter checks if it has any of the mentioned annoying ads. If the result is positive, the publisher will be informed about it. If the publisher does not take any step to resolve the issue, the network will block the ads from pages.

Google has also mentioned that it has stopped selling such violative ads on all platforms (desktop and mobile).

Result so far

Google reports are positive after implementing ad blocking in Chrome last year.

“In the U.S., Canada, and Europe, website owners have successfully been able to make changes to the ads on their sites. 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.”

Out of millions of sites reviewed to date, Google says less than 1% have had their ads filtered.

“Chrome’s enforcement of the Coalition’s standards has inspired many website owners to improve the advertising experience on their sites in a way that benefits users,” stated Google’s press release.


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