Google continues its quest to rid its platform of spammy and intrusive advertisements, as the company confirmed the release of a built-in ad blocker for the Chrome app.
According to a report from VentureBeat, the blocker will go live on Feb. 15, 2018.
Google clarified that the blocker will not be removing all ads, but will filter materials including full-page ads, ads with auto-playing sound and video, and flashing ads.
Furthermore, Google will use standards set by the “Coalition for Better Ads” and will notify possible offending websites through its Ad Experience report tool.
After being given notice, offenders who fail to meet those standards for 30 days will have all their ads blocked on Chrome—including those “owned or served by Google.”
Still, offenders will be given a chance to submit manual reviews and have their ads re-enabled after their blocked contents are permanently removed.
Google’s initiative, meanwhile, is aimed at helping publishers weed out bad ads, which annoy users and often result in lower engagement. Khristian Ibarrola /ra