On Thursday, Google updated its browser, Google Chrome, so that it bans annoying ads as a matter of course on mobile devices and desktop computers. With advertising becoming more & more interfering in recent years, it has driven web users to install ad-blocking software to avert full-page pop-ups, blaring video pitches.

At the point, when Google updated Chrome, it viably banned the kinds of ads web users find generally irritating.

Earlier in Dec, 2017, Google had made the announcement that its native ad-blocking would go live on Chrome, starting February 15, 2018.

Chrome’s ad blocker launched. Its aim?

With the change, it’s being foreseen that it will most likely enhance the normal individual’s internet day and provide the company a greater role in shaping the web.

“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. We believe these changes will not only make Chrome better for you but also improve the web for everyone.” Rahul Roy-Chowdhury, Vice President, Chrome, wrote in a blog post on Feb. 13.

To figure out which advertisements not to show, Google is relying on the Better Ads Standards from the Coalition for Better Ads, an industry group dedicated to improving the experience of the ads we see on the web.

With the Chrome update, it appears Google is betting that ridding the web of especially interfering ads will render it more cordial to publicizing all in all and more gainful for advertisers and Google itself. Here, Google is hoping to improve the user experience in the Chrome browser but also killing off the worst ads to try to save the advertising market and its own business model.

How will it work?

Google has launched a filter in the Chrome browser to punish sites for excessive use of the most irritating ads.

The filter isn’t an ad blocker and users will still see ads and be tracked via cookies. Chrome is only removing ads from websites that don’t meet standards set by the Coalition for Better Ads, of which Google is a founding member and has a seat on the board. The setting is on by default yet it is possible to opt-out.

As indicated by figures shared by Google, only 1.5 percent of 100,000 websites it has audited failed to meet Coalition standards, and of those just 0.9 percent is excessive in their use of irritating formats.

When a Chrome user visits those sites, the filter won’t simply strip out offending ad formats. Rather, publishers spotted with “numerous” problematic ad formats will be sent a warning and given 30 days to improve before Chrome strips all ads, good and bad from its pages. It’s effectively a punishment for websites and publishers who refuse to play along, with Google going about as the master utilizing Chrome’s market strength as its stick.

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