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Published October 2017

By Ginny Marvin, Marketing Land 

Google hopes its browser initiative will obviate consumer demand for mobile ad blockers.

Asked about the impact of the ad-blocking capability coming to Chrome next year, Ramaswamy said, “We have to get a handle on the whole problem.”

Google will peg what is and what isn’t a user-friendly ad against the standards laid out by the Coalition for Better Ads, an industry group founded by Google and others to address the rise of ad blockers. With the Chrome update, ads that don’t pass the Better Ads Standards will be blocked automatically when viewed in Chrome. Google will provide publishers a report with screen shots of ads that Google’s system detects “are likely to annoy your users.”

“We spent a lot of time looking at various experiences,” Ramaswamy told the audience of publishers, which included representatives from The New York Times, NewsCorp, USA Today Network and WebMD. Google says just 5 percent of publishers the company surveyed expressed doubts about the coming change.

“Our hope is once this is in place, there’s no need for ad blocking on mobile,” Ramaswamy told reporters Tuesday.

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Further reading:

Building a better web for everyone

    The vast majority of online content creators fund their work with advertising. That means they want the ads that run on their sites to be compelling, useful and engaging — ones that people actually want to see and interact with. But the reality is, it’s far too common that people encounter annoying, intrusive ads on the web — like the kind that blare music unexpectedly, or force you to wait 10 seconds before you can see the content on the page. These frustrating experiences can lead some people to block all ads — taking a big toll on the content creators, journalists, web developers and videographers who depend on ads to fund their content creation.

    We believe online ads should be better. That’s why we joined the Coalition for Better Ads, an industry group dedicated to improving online ads. The group’s recently announced Better Ads Standards provide clear, public, data-driven guidance for how the industry can improve ads for consumers, and today I’d like to share how we plan to support it. 

    New tools for publishers

    The new Ad Experience Report helps publishers understand how the Better Ads Standards apply to their own websites. It provides screenshots and videos of annoying ad experiences we’ve identified to make it easy to find and fix the issues. For a full list of ads to use instead, publishers can visit our new best practices guide.

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