Here's how Google Chrome's new ad-blocker works

Here's how Google Chrome's new ad-blocker works

Here's how Google Chrome's new ad-blocker works

Users will see a notification when Chrome blocks ads, and can opt to view them if they want.

If it does, Chrome will cross-check the content on the page with data provided by the EasyList filter rules and its own AdSense and DoubleClick database to analyse whether anything correlates with ad-related URL patterns it holds. They are reportedly anxious that the responses gathered and other research conducted will apply neither to typical Google ads, nor to specific ones that run on its popular subsidiary YouTube.

On Thursday, Google Chrome, the most popular browser by a wide margin, began rolling out a feature that will block ads on sites that engage in particularly annoying behavior, such as automatically playing sound, or displaying ads that can't be dismissed until a certain amount of time has passed.

Following its test report in analysing ads across 100,000 websites in North America and Europe in June past year, the updated Chrome browser will evaluate websites based on a particular page and whether that page is serving any of the offending ad categories.

Chrome for mobile will be even more aggressive when it comes to blocking obnoxious ads.

The built-in ad blocker is now officially active, and it should turn browsing the web using Chrome into a more enjoyable experience. Users were also not keen on ads that have a countdown before they can be hidden.

As part of the process, Chrome will remove ads from those sites that do not follow the Better Ads Standard.

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Google Chrome is one such browser that has an array of third-party ad-blocking extensions, but today (15 February) the team behind Chrome itself is launching the browser's third-party ad-blocker.

The Chrome browser is in use on approximately 60% of computers and mobile devices, according to statistics from Stat Counter, W3Counter and Net Applications. Rather, Google stressed its entire campaign is outlined by the guidelines formulated by the Coalition for Better Ads.

Google now controls about 75% of all search traffic on the web and in 2017, it commanded a 42% share of the US digital ad market, according to eMarketer. Further, ads on both desktop and mobile segments are being targeted.

The company subsequently developed a new and less intrusive ad format that solved the problem, Willig said. "So will Chrome block ads their ad team missed?"

The feature was finally rolled out yesterday, and although users seem excited, publishers and advertisers seem a tad anxious about how it will impact them. The industry agrees there should be standards, but many worry Google shouldn't be the one setting them.

Out of the websites violating Better Ads Standard, around 42% have fixed their issues as of Feb 12.

Google is finally putting an end to those rage-inducing advertisements that pop-up on your screen.

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