In June, Google revealed that Chrome will stop showing all ads (including those owned or served by Google) on websites that display non-compliant ads “starting in early 2018.”
Now the company has committed to a date: Chrome’s built-in ad-blocker will start working on February 15, 2018.
Google this year joined the Coalition for Better Ads, a group that offers specific standards for how the industry should improve ads for consumers — full-page ad interstitials, ads that unexpectedly play sound, and flashing ads are all banned.
Yesterday, the coalition announced the Better Ads Experience Program, which provides guidelines for companies using the Better Ads Standards to improve users’ experience with online ads.
Starting on February 15, in line with the Coalition’s guidelines, Chrome will remove all ads from sites that have a “failing” status in the Ad Experience Report for more than 30 days.
Google’s strategy is simple: Use Chrome to cut off ad revenue from websites that serve low-quality ads, as determined by the aforementioned standards.
If there are multiple, unfixed violations, Chrome will block all ads on the site in question. »