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Good news for people who use Chrome: Google released an update to its Chrome browser on Thursday that will automatically block annoying ads. This update to Chrome on computers and mobile devices will block the most annoying advertising on the Internet.
Which Ads Will Be Blocked by Chrome
Chrome’s new ad blocker will not block all advertising on websites, only the most annoying ads. These are ads that are in violation of the Better Ads Standards.
While you might consider any advertisement to be annoying (in which case you should probably get an ad blocker extension), Chrome will be blocking ads that:
- have auto-play video with sound
- block the full content of the page
- pop-up ads
- have flashing animations
- have a countdown clock to make you wait to view the page
On mobile Chrome, ads that take up more than 30% of the page will be blocked.
=> Find out more about ad blockers that block all ads at: Ad Blockers – For Better or Worse?
How Chrome’s Ad Blocker Works
Google analyzes websites to determine whether they have ads that violate Better Ads Standards. If a website does have one or more of these ads, Google will send a notice of the violation. The website then has 30 days to remove the annoying ad(s).
If the website does not remove the ads within that time, Chrome ad blocker will then block all ads on that website until it removes the offending ads.
According to the Chromium blog, 42% of all sites notified by Google of their annoying ads have complied with the request and removed annoying ads from their websites, as of February 12.
How to Get Chrome’s Automatic Annoying Ad Blocker
Chrome on Your Computer
To use Chrome’s automatic annoying ad blocker on your computer, close your Chrome browser and open it again. That’s all you need to do.
Chrome automatically installs its updates on your computer when you open the browser. So by closing Chrome and opening it again, you are updating Chrome to its latest version.
Chrome on Your Mobile Device
To get Chrome’s ad blocker on your phone or tablet, update the app as you’d update any other app. The ad blocker will be included in the updated Chrome app.
Note: as of this writing the update to the Chrome app with ad blocking has not yet appeared in the iTunes App Store for iPhone and iPad nor in Google Play for Android devices.
Activating Chrome’s Ad Blocker
By installing the updated versions of Chrome on your computer and mobile device, the ad blocker is automatically activated. You don’t need to adjust your settings or take any steps to use this ad blocker. Chrome will automatically activate the ad blocker in its updated version.
What If You Still See Annoying Ads
Chrome is giving websites 30 days to comply with its requirements before it blocks annoying ads. That means that you may still see annoying ads for a while, even if you have updated your Chrome browser.
How to Know Whether Ads Are Being Blocked by Chrome
When Chrome’s ad blocker blocks an ad on a website, users will see a notice that advertising is being blocked. This notice will appear in the address bar in Chrome on your computer and at the bottom of the page in Chrome on Android devices
You can opt out of ad blocking in Chrome on your Android device by tapping Details. Then turn on “Always allow ads on this site.”
Why Google May Be Blocking Annoying Ads
If you’re wondering why Google, which gets much of its revenue from advertising, is introducing an ad blocker you’re not alone. According to Wired, Google says that fewer than 1% of the 100,000 most popular websites in Europe and North America violate the Better Ad Standards.
Google may want to offer its own ad blocker that filters only the most annoying ads to discourage Chrome users from installing ad blocker extensions that block all ads. The Interactive Advertising Bureau said in 2016 that 26% of people who responded to their survey used ad blockers on their computers and 15% used them on their mobile devices.
By automatically blocking the most annoying ads, Google may be giving people less incentive to use extensions that block all advertising. Google also is forcing advertisers to make less annoying ads. Websites also must avoid annoying ads, pleasing their users and perhaps increasing advertising revenue.
Poll
Does Google’s ad blocker on Chrome make you less likely to use a separate ad blocker? Vote in The Wonder of Tech poll:
Your Thoughts
Are you excited to use Chrome’s new ad blocker? Are you bothered by the most annoying ads, or would you prefer to block all ads? Will you turn off Chrome’s ad blocker so you can see all ads?
Share your thoughts in the Comments section below!
*Chrome logo (edited) courtesy of Digital Spy via Flickr and Creative Commons
**Phone ad block image (edited) also courtesy of Digital Spy via Flickr and Creative Commons
A great article calling our attention to a responsible addition to Google Chrome.
Good reporting, Carolyn, Thanks!
Hi James, Thank you very much for your kind words. I hope you enjoy never again having to see an annoying ad on Chrome!
Hi Carolyn,
I have been using the Ad blocker for a year now and it’s really good. Although, thanks for sharing such an awesome and informative post.
Thanks for sharing.
Hi Robin, Yes, ad blockers can help make websites much better, especially when ads are particularly annoying. Pop-up ads, flashing ads, and auto-play videos can drive readers away from websites.
Google’s idea to include an automatic ad blocker on Chrome is a great one. I hope it works well to clean up the Internet and make advertisers more creative in getting our attention.
A great article calling our attention to a responsible addition to Google Chrome.
Good reporting
Hi Oliver, Thank you. Yes, this addition to Google Chrome not only makes it more valuable, it also may persuade websites to eliminate annoying ads. That would be a truly great thing!