Google has heard the cries of the masses and will roll out their new native ad blocker beginning February 15th. Last summer, Google joined the Coalition for Better Ads and quickly announced their plans for a native ad blocker. The Coalition for Better Ads supports advertising that maintains consumer expectations for a fast and uninterrupted online experience.

The targets of the new ad blocker will be those ads deemed “most disruptive” to the consumer browsing experience, which should in turn cut down on the need for third-party ad blocker extensions. The following types of ads will be specifically targeted:

  • Pop-up ads
  • Prestitial ads (ads that block content and appear before web pages load, often including a countdown screen)
  • Ads with density greater than 30% (on mobile)
  • Flashing animated ads
  • Auto-play videos with sound
  • Large sticky ads that are difficult to close

Included in the native ad blocker program will be additional features to encourage compliance from publishers. For instance, the program will offer accreditation to browsers and advertisers that encourage appropriate advertising. Google Chrome will also begin removing ads from websites that maintain a “failing” status for more than 30 days.

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