Google Chrome has announced plans to start blocking overly annoying and intrusive ads from websites, starting in 2018.
According to TechCrunch, the popular browser will introduce this built-in enforcement of ad-blocking on February 15 of next year. Google Chrome is a member of the Coalition for Better Ads, and the rules imposed by the new blocking system will be in line with the coalition’s standards.
The plan is for Chrome to reduce the need for users to download extensions that block ads universally, something that cuts into Chrome’s own business. Instead, Chrome will block ads that do not meet certain standards. However, all ads will be blocked on websites that do host intrusive ads — even if all the other ads are playing by the rules.
Ads which fail to meet the Coalition for Better Ads’ standards include, pop-up ads, ads which autoplay with sound, “close this ad in 5 seconds” type ads and ads that stick to the edge of a page despite a user’s attempt to scroll down.
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