So if web browsers are looking for an even more ad-free experience, they should use Chrome’s ad filter as a supplement to one of the many third-party ad blockers out there.Īnd if accessing content without navigating a digital obstacle course first doesn’t sound appealing to you, don’t worry: On sites where ads are blocked, Google Chrome will show a notification that lets you disable the feature.Just what is Chrome's ad blocking - Google likes to call it 'ad filtering' - really all about? How does it work and what's the reasoning behind it?Īll good questions. These criteria still leave room for plenty of ads to show up online-the total amount of media blocked by the feature won’t even amount to 1 percent of all ads. Mobile Chrome users will be spared these same types of ads as well as flashing animations, ads that take up more than 30 percent of the screen, and ads the fill the whole screen as you scroll past them. On desktop, this includes auto-play videos with sound, sticky banners that follow you as you scroll, pop-ups, and prestitial ads that make you wait for a countdown to access the site. Instead, it will specifically target ads that violate the Better Ad Standards that the Coalition for Better Ads recommends based on consumer data. That means the new feature won’t block all ads from publishers or even block most of them. “As we announced last June, Chrome will tackle this issue by removing ads from sites that do not follow the Better Ads Standards. “While most advertising on the web is respectful of user experience, over the years we've increasingly heard from our users that some advertising can be particularly intrusive,” Google wrote in a blog post. Here’s what Google Chrome users should expect from the new feature.Ĭhrome’s ad filtering has been in development for about a year, but the details of how it will work were only recently made public. Starting Thursday, February 15, Google Chrome is offering another tool to help you avoid the most annoying ads on the web, Tech Crunch reports.

If you can’t stand web ads that auto-play sound and pop up in front of what you’re trying to read, you have two options: Install an ad blocker on your browser or avoid the internet all together.

Google chrome ad blocker february 15