We have known for a while that Google will start blocking annoying ads thanks to its partial Chrome ad blocker. Although we will have to wait to find out how Chrome’s built-in ad blocker performs, Google is seemingly focusing on blocking highly intrusive ads. At the moment, Google game two examples of video ads and pop-ups as intrusive ads. Although sites won’t be punished immediately for showing these types of ads, Google revealed that it will take action if a site receives enough complaints.
At the moment, if a site keeps its ‘failing’ status in the Ad Experience Report for more than 30 days, Chrome will automatically remove all ads from the site. In order to do so, Google will review a sample of a site’s pages and send a notification to owners and from that point, the 30 day period will start.
If a website owner feels that Google made a mistake on its side, it can request a review with first two request being processed without any delay. However, for third time, site owners will have to wait for 30 days since the last review was completed.
Talking about the upcoming update, Rahul Roy-Chowdhury, vice president of Chrome, wrote “We’ve already seen more and more people express their discontent with annoying ads by installing ad blockers, but blocking all ads can hurt sites or advertisers who aren’t doing anything disruptive.”
“By focusing on filtering out disruptive ad experiences, we can help keep the entire ecosystem of the web healthy, and give people a significantly better user experience than they have today.”