Some months ago, more precisely in June 2017, we anticipate in this blog a new Chrome functionality, which seeks to block and limit the ads that generate a bad user experience. The change is already dated, and will be this February 15.

As Google previously announced, the blocker will not eliminate all ads, but only those that are considered “bad”, according to the standards determined by the “Coalition for better ads”, which prohibits things like:

  • Full Page Ads
  • Ads with automatic sound and video playback
  • Ads with changes of text or backgrounds intermittently, known as Flashing Ads

What happens to sites that do not meet the standards?

Google will notify websites that contain these ads of a possible block through its “Ads experience report tool”

Below we share a video that, although it is in English, allows you to configure the subtitles in Spanish, and clearly explains what the prohibited ads are, and how Google will inform you in case your site does not comply with these guidelines.

As reported, sites that do not meet these standards for 30 days will have everybody your ads blocked by Google, even those that “belong to or are served by Google” (ie Google Adsense), after which you can send them for manual review so that the ads are re-enabled once the inappropriate ads be eliminatedWhy does the Internet giant become increasingly firm on this issue?
Why this control mechanism?
What is the relationship between this approach and the popular AdBlock plugin, with more than 100 million downloads?

I invite you to read the note below the note we wrote when this topic emerged, which will reveal all these points.


Google wants to take control of blocking annoying or inappropriate ads on the web, with a modification that will launch in the Chrome version in 2018. At CWT Advertising we tell you all the details and the background of this development.

With more than 100 million devices that have downloaded it, AdBlock is the number 1 software to avoid ads on web pages.

This extension that runs in most browsers, allows you to block ads on sites, including YouTube and Facebook. The application also incorporates the concept of “acceptable advertising.” That is, certain ads are shown, although there is the possibility of deactivating them completely, which many users do.

Some criteria of non-intrusive advertising that AdBlock takes into account are:

  • Do not interrupt the natural flow of reading
  • Ads must be clearly marked
  • There are specified sizes for ads.

After more than 10 years of existence of AdBlock, and with almost 90% of its income depending on the advertising cake, Google decided to get to work, and take more control in this scenario. That is why at the beginning of this month they announced that they will integrate an advertising blocker within Chrome.

Google makes a semantic differentiation, and according to The Wall Street Journal, it will call it “filter,” instead of “blocker,” allowing ads to be displayed on pages that meet the appropriate requirements, and will work on both the desktop and the desktop. mobile.

The group behind these standards is the Coalition for Better Ads, an organization that includes among others Google, Facebook and The Washington Post as members.

The ads that will be blocked by default will be – for example – those that automatically play video and sound, and pop-up windows, as you can see in this official site GIF.

It should be noted that Chrome is currently used by more than 50% of users, which puts Google in an excellent position to create and impose standards, which preserve the user experience, and also obviously its empire.

We will wait for these changes, and see how web publishers will impact and react especially, as they will be able to affect your direct sale of banners. It should be noted that they will not be limited – as is currently the case – only by people who install AdBlock, but by all Chrome users! . and it will also remain to be seen the attitude of the users towards the new changes that are coming.