Why Google Chrome's ad blocker functionality is rather just ad filtering?



The Chrome browser ad-blocking feature which took effect on Feb. 15, has been received with mixed feelings both from the side of web users and advertisers, as effectively serving to forestall more users from turning to third party ad-blockers.

While Chrome would not eliminate all ads from websites, it will target ads that the Coalition for Better Ads (CBA) says violate what the industry group calls its "Better Ads Standards," then expunges such ads from websites.

That's quite distinct from conventional ad blockers functionality baked-into-the-browser software that scrubs all online ads from website pages.

The Coalition for Better Ads standards have identified several ad types on the personal computer desktop and on mobile devices that CBA-released research claimed are the most annoying of all online advertisements. And Chrome will squash a mix of ads from about a dozen originally scrutinized formats running on the Android and iOS devices.

The browser targets for four ad categories out of six considered by the panel: pop-ups, ads that automatically play video and audio, "prestitial" ads accompanied by a countdown clock, and those dubbed "large sticky ads" On PCs.

Thus, Chrome filtering is on a site-by-site basis, not ad-by-ad, something most critics failed to mention.

Chrome also does look-up from a set of ad "fingerprints" caged from EasyList, the open-source ad-identification-and-removal rules list that forms the backbone of most browser ad blockers, including Adblock and Adblock Plus.

The scrub on advertisements from any site will last for at least 30 days, while review submissions cannot be made until 30 days have elapsed. With failing-grade sites added to a list that Google maintains on its servers.

And Chrome will remove all ads from sites that have a 'failing' status in the Ad Experience Report for more than 30 days, which according to Google, just about 1.5% of 100,000 sites it evaluated prior to the ad filtering launch failed to meet CBA standards.
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