Last year, Google Chrome launched its built-in ad blocker in the United States, Canada, and Europe. This year, the feature will be expanding to the rest of the world on July 9th.
Based on guidelines developed by the trade group Coalition For Better Ads, Google Chrome started blocking ads last year. Per the guidelines, websites are prohibited from using obtrusive advertising strategies, such as pop-ups or videos with auto-playing sound.
Maintaining that its ultimate goal is not to filter ads, Google intimates that it intends to “build a better web for everyone, everywhere”. In its announcement today, Google said its “ultimate goal is not to filter ads, but to build a better web for everyone, everywhere.”
Google says that before it takes any action. it warns websites that are out of compliance. According to the company, two-thirds of previously non-compliant publishers are in “good standing,” with only 1 percent of reviewed sites have had their ads filtered — as of the beginning of 2019.
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While it is cheered on by a section of users who find such ads annoying and see it as a way to rid the web of them, its critics, however, have made the argument, that being a massive dealer in advertising itself, Google should not be allowed to act as gatekeeper in the ad world.