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Here’s How Google Chrome’s New Built-In Ad Blocker Works

Tomorrow is going to be kind of a big day for the internet. Google Chrome, the most popular web browser on the planet, is getting its own built-in ad blocker in a bid by Google to make the internet a more pleasant place for everyone without depriving publishers of their main source of revenue. How will that work? It’ll work using a process that shows the considerable power of web giants like Google and Facebook, even if the outcome is going to be great for the everyday user.

First off, the Chrome ad blocker isn’t a full-on ad blocker like the third-party plugins that block every single ad they detect. Instead, Google is specifically going after ads that internet users have found particularly odious — and Google will be putting the heat on sites that use them.

Above, you’ll see the kinds of ads that the Chrome ad blocker will be targeting. Those kinds of ads have been picked out by the Coalition for Better Ads as being too intrusive, and it’s a real murderer’s row — video ads with autoplay sound, flashing animated ads, sticky ads that stay on the bottom of your page no matter how much you scroll, pop-up ads, and prestitial ads (the ads that show up before the page you want to visit loads).

If Chrome detects any ads that don’t fit these Better Ads Standards, it’ll block them. Users will receive a notification that Chrome has blocked some ads, and will be given the option to allow ads on that site. Site owners will be notified that they have an ad on their site in violation of those standards — if the site doesn’t become compliant within 30 days, Google will block all of that site’s ads, regardless of whether or not they meet the Better Ads Standards. The rules will apply to both desktop and mobile sites.

Next page: The power of Google

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