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Google's Chrome ad blocker is coming, but may be ineffectual

Google already revealed earlier that it is going to start blocking specific ads in Chrome, but now we know when. Banned units include autoplay videos with automatic sound and prestitial countdown ads, which are full-page takeovers that activate before entering a site.

The native ad blocker that Google has built into its Chrome browser will get to work starting February 15, 2018, the search giant confirmed today. Chrome 64 is now scheduled to arrive on January 23 and Chrome 65 is slated to launch on March 6, suggesting Google will be turning on its browser's ad-blocker remotely, and possibly gradually for select users.

The Ad Experience Report is a tool that provides screenshots and videos of annoying ad experiences to help sites find and fix issues.

Earlier this year, Google announced plans to implement an in-browser ad blocker within Chrome.

Google's Chrome ad blocker is coming, but may be ineffectual
Google's Chrome ad blocker is coming, but may be ineffectual

Google will be working with the standards put in place by the Coalition for Better Ads. It is especially true if you visit a website that plays music unexpectedly or it forces you to wait a few seconds before you can read or see the content on that page. One can probably guess numerous types of ads that won't meet the guidelines: full-page interstitial ads, ads that play sound unexpectedly, and pop-ups, among others. In addition, you can also check Google's best practices guide on how to use ads. This is also where alleged violations can be appealed by website owners.

Following the launch of the ad-blocker on February 15, any advertisements that have a status of "failing" in the Coalition's Ad Experience Report for more than 30 days will be blocked from Chrome.

Of course, Google is a very influential company, and if they start taking membership of the CBA into account as an important SEO signal then it is likely that the vast majority of companies will fall in line with CBA guidance.

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