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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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ADVERTISING MATERIAL. These materials are provided for informational purposes only and are not to be considered legal advice, nor do they create a lawyer-client relationship. No person should act or rely on any information in this article without seeking the advice of an attorney. Information on previous case results does not guarantee a similar future result. Hinch Newman LLP | 40 Wall St., 35th Floor, New York, NY 10005 | (212) 756-8777.

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Richard B. Newman

Richard B. Newman is an Internet Lawyer at Hinch Newman LLP focusing on advertising law, Internet marketing compliance, regulatory defense and digital media matters. His practice involves conducting legal compliance reviews of advertising campaigns across all media channels, regularly representing clients in high-profile investigative proceedings and enforcement actions brought by the Federal Trade Commission and state attorneys general throughout the country, advertising and marketing litigation, advising on email and telemarketing best practice protocol implementation, counseling on eCommerce guidelines and promotional marketing programs, and negotiating and drafting legal agreements.

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