This is how Google Chrome's new ad-blocker works

Last April, Google surprised a lot of us by announcing it was working on a built-in ad-blocker for Google Chrome. We got an update a few months later in December saying that the ad-blocker would be released at some point in February of 2018, and now on February 15, the feature is ready for prime time.

As we already knew, Chrome's ad-blocker will filter and hide any advertisements it detects on websites that don't follow the Better Ads Standard. This standard was created by the Coalition for Better Ads, and the goal of it is to give companies a clear guideline of what ads are appropriate and which ones are deemed intrusive.

There are currently 12 types of ads that don't meet the Standard's requirements, including the likes of pop-up ads, auto-play videos, full-screen ads that follow you as you scroll on your phone, and more.

Chrome's ad-blocker will be available for both desktop and Android users, and folks on desktop will be alerted of blocked ads near the address bar similar to how you're alerted of blocked pop-ups. For those on Android, you'll see a notification at the bottom of your screen letting you know that advertisements have been blocked. You can dismiss this and keep browsing like normal, or you can expand the notification and choose to always allow ads from that specific site.

Commenting on the ad-blocker, Chrome's Vice President, Rahul Roy-Chowdhury, said:

We've already seen more and more people express their discontent with annoying ads by installing ad blockers, but blocking all ads can hurt sites or advertisers who aren't doing anything disruptive. By focusing on filtering out disruptive ad experiences, we can help keep the entire ecosystem of the web healthy, and give people a significantly better user experience than they have today.

Google says that 42% of all sites that didn't meet the Better Ads Standards have updated their use of advertisements to meet these requirements as of February 12, and the goal with Chrome's ad-blocker is to make that number go up even more. Websites are given 30 days to change their online ads after being notified of not meeting the Better Ads Standards, and if they fail to do anything after that time allotment, Chrome will start block ads.

Now that Chrome's ad-blocker is here, are you inclined to start using the browser if you aren't already?

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Joe Maring was a Senior Editor for Android Central between 2017 and 2021. You can reach him on Twitter at @JoeMaring1.

19 Comments
  • If it'll put an end to those fake dialog boxes that you can't escape without killing the browser, I'm in.
  • This. When I worked for Apple, 99.999999999999999999% of the malware calls I had were because people couldn't force quit because "full screen mode" on top of "saved states" (which reopen the browser when you force shut down) caused them to think it's legit. 100% Tim Cook's fault.
  • I wish they would have an option to block all ads
  • Google is a company that survives on serving ads to people. This new adblocking service won't affect how I browse the internet at all since I wouldn't trust Google to manage this for me. I will continue using my own methods that do not have a huge, publicly traded company's interests in mind. I like how Google blocks ads and then gives you a nice popup to tell you about it, LOL.
  • Lmao so true
  • Good for Google, but I've already installed DNS66 and don't need it anymore
  • If this still allows ads from Taboola, Outbrain, and Revcontent...
  • ^This. So much this.
  • It's the overlay ads that drive me crazy. Fortunately, there's a good Chrome extension to handle those.
  • Given that Chrome routinely gets advertised on the most valuable unbuyable ad space on the internet (The Google Home Page), and the extant options for blocking ads within Chrome already, anyone who does not use Chrome currently certainly has other reasons why they aren't using it, and "Doesn't block ads that aren't in line with the Better Ads Standards yet" is very, very low on the list, if it makes the list at all.
  • On an unrelated -- or perhaps related note -- it's good to see that AC redesigned site no longer makes my cpu fan start up. Does anyone know if AC redesigned their site to comply with Google's new ad blocking policy?
  • Just use Blokada
  • Now that they've got a foot-in-the-door to how websites display content, doesn't this lead the way to more control down the line like they're trying to "take the internet". Maybe I'm going to have a look into the whole skynet thing
  • Intrusive, full screen ads are cancer. I get that websites need revenue but there's better and more subtle ways to get your point across.
  • Sooooo, how do I activate the new ad-blocker? I don't see it in chrome settings.
  • yup same here [Android] I already use adblocker on Chrome desktop.
  • Google's ad blocker is hit and miss, when I'm downloading something from YouTube, sometimes it'll block an ad but other times I'll get a congratulations message and redirected to a gambling site which when I try to go back to the download page via the back button it won't allow me so I have to go through my history to go back to the download page and delete the offensive pages from my browser history. The ad blocker in chrome needs to be more consistent, that's all I ask from Google in regards to chrome.
  • sorry Google, but you can keep your adblocker to yourself, i m using Firefox with ublock origin
  • I had used this chrome adblock. and believe me it doesn't blocks any adds. i had not even seen it blocking a single add. and on top of that it doesn't even blocks popus and redirects. Firefox with Ublock is an ultimate medicine for advertisers on internet