Google Announces Ad “Filtering” Plans for Chrome

Last week Google confirmed intentions to add a Chrome feature designed by default to block certain types of advertisements. In doing so, Google has stated that it will work with publishers to understand the new built-in “filtering” standards and reporting tools.

Websites that violate pre-determined acceptability thresholds will simply not have any advertisements displayed. Non-qualifying advertisements will include, without limitation, auto-play videos, pop-ups and countdown interstitials.

According to reports, Google will offer publishers an option to display customized text to users via an ad-blocker that invites them to deactivate the blocking feature.

Many online marketers not named Google or Facebook rely upon advertisements that do not meet the filtering standards. However, Google clearly wants to take control away from third-party ad-blockers. The feature may ultimately result in fewer installations of third-party ad-blocking software that blocks all advertisements.

The new standards have been set by the Coalition for Better Ads, an industry group whose members include Facebook and Google. The announcement comes following initial reports in April that the Google was planning to introduce the feature.

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