Google Chrome will soon start punishing websites with annoying online ads.
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Google first teased the move in June, at which point it said it would design a Chrome ad blocker to filter out ads that don't meet the online ad standards from the Coalition for Better Ads, where Google is a member. At the time, details were scant, but Google confirmed today that the change will roll out on Feb. 15.
"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 said today.
Behavior that will get ads blocked include pop-up ads, autoplay ads, and ads that rapidly flash with different colors. Giant banner ads that fill up a smartphone's screen could also get a site in trouble.
The move may sound counterintuitive, given that Google generates so much revenue from online advertising. But bad ad experiences can also be bad for business, as consumers install ad blockers to rid themselves of online intrusions. In 2016, ad block usage went up 30 percent globally year over year, according to one study.
Website publishers can check if their ads are acceptable by visiting Google's Ad Experience Report.