6 things you should know about Chrome's new ad-blocker

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Chrome for desktops and laptops will, from today, start blocking pop-up adverts, sizeable sticky adverts, autoplay video ads with sound, and "prestitial" adverts which make users wait till the end of a countdown before they can access a website's content.

200 million people around the world now use ad blockers, and Google earned over$72 billion from advertising in 2017 and with Chrome accounting for 47.5 percent of the United States browser market the company is obviously keen to protect its revenues. They include autoplaying videos, full-screen popups, and full-screen "scroll over" ads.

To accomplish this, Google will evaluate sites for violation of the Better Ads Standards and compile an Ad Experience Report, which site owners can use to clean up their ad experience.

Google's ad-blocker will not be the blanket advertising stopper that many third-party ad blockers provide.

Chrome now blocks web ads. "As of February 12, 42% of sites which were failing the Better Ads Standards have resolved their issues and are now passing". Current estimates are that more than 50 percent of all browsing sessions are done using Chrome, which means the folks using obnoxious ads will start losing a huge portion of their audience.

The Chrome browser is in use on approximately 60% of computers and mobile devices, according to statistics from Stat Counter, W3Counter and Net Applications.

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Given all of this it's easy to see why Google needed to act.

The move was first suggested in April past year, but Google has now moved to implement its ad-blocking technology. These browser add-ons deprive publishers (and Google) of revenue by keeping ads from displaying. "So will Chrome block ads their ad team missed?"

Other types of ads that may be blocked are pop-ups that won't go away or can't be closed, and ads on sites that have an ad density over 30 percent, The Guardian reported.

Roy-Chowdhury says all publishers can explore resources here to find out if their adverts contravene the standards.

While normal ads will continue to function, Chrome's ad blocker will block the annoying ads.

After you're done with that, hit the comments and let us know what you think about the new feature - and whether it might bring you back to Chrome if you've abandoned it for another. It's important that we work to maintain a balance? and if left unchecked, disruptive ads have the potential to derail the entire system. While the standards are only for the single Coalition for Better Ads, two of the biggest forces in online advertising, Google and Facebook, are members.