Google Chrome will integrate a new ad-blocker in the near future

February 14, 2018

Google will give the public an amazing ad-blocker through Google Chrome tomorrow, February 15th.

This filter will not eliminate ads altogether, but will target those that have been determined to be "bad" according to the standards set by the Coalition for better ads. You will no longer have to worry about ads that take up an entire web page, ads that play sound and image, and those that blink.

We've all noticed that our favourite websites can contain annoying ads. In case they don't cover the content we want to see, they may contain a video that may force us to pay attention because it annoys us and we have to close it. Google for its part wants to put an end to this, with the new filter for ads in Google Chrome that will be released tomorrow.

Chrome will fight "bad" ads

The process will start with the evaluation of pages for infringements. Google takes a sample of pages, depending on how many infringements are found, rating them as "successful", "caution" or "failed". Those that fail to pass the rating will see their ads blocked by Google's new filter.

The block is done at the network layer, Google explains. When you visit a page that doesn't meet the Standards for Better Ads, all network-level requests, such as those for JavaScript or images, are screened against a list of known ad URLs that have been "approved". If they are not on this list, Chrome will block the requests.

This process will essentially prevent ads from appearing on your mobile or computer. A small pop-up message will appear at the bottom of the screen, informing the user that the ads have been blocked. The user will have the option to allow ads on specific pages if they really want to.

What are "bad" ads?

Google explains what bad ads are with the following plan. On mobile, there are ads that pop up on the screen when we visit a page, some that automatically play a sound and image, some that take up the entire screen, and some that flash animations.

Google Chrome won't block all ads, so your favourite pages won't be affected as long as they follow good advertising standards. Google will make it clear to website owners why ads have been blocked and explain exactly what the violations are in order to correct them if they want to.

In addition, owners will be able to request a review when they complete the necessary changes.

Already the web pages are corrected

As of February 12, 42% of the pages that failed the Good Ads Standards have corrected their problems and are now passing the test, Google says.

"This is what we want so that users can enjoy their web browsing all the time."

In conclusion

In conclusion, this move by Google will have two effects. On the one hand, page owners will see their views decrease since we are talking about "bad" ads, and on the other hand, users are expected to reduce their use of third-party ad-blocker programs.

All that remains to be seen is whether Google Chrome's new filter will be effective and do what it promises to do.