The web is an ecosystem composed of consumers, content producers, hosting providers, advertisers, web designers, and many others. It’s important that we work to maintain a balance — and if left unchecked, disruptive ads have the potential to derail the entire system. 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.The Chromium blog (that’s Chrome’s open-source sibling) has some technical details about how the blocking will work.
As of February 12, 42% of sites which were failing the Better Ads Standards have resolved their issues and are now passing. This is the outcome we are were hoping for — that sites would take steps to fix intrusive ads experiences themselves and benefit all web users. However, if a site continues to maintain non-compliant ad experiences 30 days after being notified of violations, Chrome will begin to block ads on that site. We’re encouraged by early results showing industry shifts away from intrusive ad experiences, and look forwarding to continued collaboration with the industry toward a future where Chrome’s ad filtering technology will not be needed.But while Google is positioning itself as a benevolent protector of the web and a defender of its users, the move is still off-putting because it’s not hard to see how easily Google could tweak the Chrome ad blocker’s functionality to benefit its own ads, or disadvantage those of competing ad companies. Will this really be a good move for the web? It’s too early to say.
I would just like to point out again that having the world’s largest digital advertising company decide which ads to show in the world’s most popular browser is a bad idea https://t.co/lgAKGN7tgx — Mathew Ingram (@mathewi) February 14, 2018