Google joined the Coalition for Better Ads after their Standards for North America and Europe were published in March 2017 in an attempt to help its Chrome browser in the fight against disruptive advertising.
Chrome’s product team have announced that this new ad-blocking feature will be available worldwide on July 9.
Chrome follows the Better Ads Standards, based on research conducted with 66,000 consumers in determining which websites to filter ads on. The Coalition announced in January 2019 that its research supports the adoption of the same Standards worldwide for desktop and mobile web and will help filter out ad experiences that fall beneath a threshold of consumer acceptability.
The coalition has defined 12 types of ads as an intrusive experience for users, four types of desktop web ads and eight types of mobile web ads, including pop-up ads, auto-play video ads with sound, and large sticky ads.
“Consumers worldwide have sent a clear message to the online ad industry about the ad formats that disrupt their experience online,” said Stephan Loerke, CEO of the World Federation of Advertisers. “Successful brands will respond to consumers by taking steps to avoid these ad experiences in their marketing plans.”
The Coalition for Better Ads announced on January 9 that it is expanding their initial Better Ads Standards beyond North America and Europe to cover all countries, worldwide and following their leadChrome will expand its user protections and stop showing all ads on sites in any country that repeatedly display these disruptive ads.
By Daniëlle Kruger
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