Google takes Chrome's ad blocking worldwide

Chrome has been ostensibly blocking these "intrusive" ads for many of us since past year, but it will start following the same behavior in the rest of the world beginning on July 9th. With the CBA's announcement of the worldwide expansion of the Better Ads Standards, Google said Chrome's ad filtering will apply globally, too.

The in-house Google Chrome ad-blocker, which was initially launched for United States, Canada, and Europe previous year, is ready to roll out worldwide on July 9th, Google said in a blog post.

Google stepped up its battle against bad web ads by joining the Coalition for Better Ads and blocking disruptive promos in its Chrome browser across North America and Europe.


Currently, Chrome's ad blocker is only active for Chrome users in the US, Canada, and Europe, after it was initially rolled out in an initial stage in February 2018.

Google's goal is to make the internet easier to navigate for users by cutting off ad revenue from websites that serve non-compliant ads. That includes formats such as pop-ups, prestitials and auto-play video ads among others. A full list of the least liked and abusive ads under the Better Ads Standards can be seen below. In a blog post, Google revealed that the aforesaid guidelines identify 12 types of objectionable advertising strategies which publishers and advertisers should avoid, or else, the ads will be blocked.

The initiative was put to action after Google joined the Coalition for Better Ads to improve the online ads, however, these changes were so far limited to US, Canada, and Europe. This means that Google is expanding the reach of Chrome's ad blocker on its own servers and not through the program itself. The search giant says two-thirds of the websites previously breaching the guidelines have altered their strategy to comply with them, and that it has only filtered one percent of ads using this scheme out of millions it investigated. As of July 9, the same ad blocking practices will affect sites in all countries.

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