n mid-April, rumors circulated that Google would launch an ad blocking tool for Chrome in early 2018. Last June, the company of the big G confirmed the news and at the same time clarified that the main task of the blocker will be to ” eliminate annoying ads that may affect the browsing experience “, not to eliminate advertising altogether as they do. current blockers (which on the other hand would not make sense, since the ads are the main source of funding for Google).
For greater calm, Sridhar Ramaswamy, senior vice president of advertising and commerce at Google, also explained that this new tool that comes with the next update of Chrome in 2018, has the function of complementing the current functions of the browser.
WHAT ADS WILL CHROME BLOCK?
As the company explained in a blog post, ” Chrome will follow best practices for ads through the standards of the Better Ads Standards coalition.” For example, ads with full-page ads, which do not allow viewing the content, those that play sound or flash will be some of the advertising content that Google will block. However, in order for advertisers to start planning their campaigns and adapt to the new rules, Google has published a complete guide called “Ad Experience Report”, where it explains in more detail what kind of ads are considered annoying by the company.
The criteria used to determine which ads Chrome will show and which has not been based on a survey of 25,000 people in the US and Europe by the “Coalition for Better Ads”, a group composed of Procter & Gamble, Unilever, WPP’s GroupM, Facebook, Thomson Reuters, The Washington Post, Interactive Advertising Bureau, the Association of National Advertisers, as well as Google. In this study, respondents were asked about the most annoying ad formats that have been found on the internet. As a result, 104 different advertising experiences were obtained.
WHEN CAN I START USING THE BLOCKER?
Although there are still months to be able to start using the final version of Google’s advertising blocker, you can already try it in the Chrome Dev and Chrome versions for Android. The tool, you can find it in Menu> Settings> Content settings, here you will find a new function called Ads.
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