Earlier this year, Google was rumoured to be working on a built-in ad blocker for its Chrome browser. Sites that do not resolve these issues within 30 days of being reported will have all ads blocked by Chrome, which will hopefully encourage online publishers to maintain a high standard of accessibility in choosing which types of ads they display.
As a quick refresher, Chrome's ad-blocker will help filter out advertisements that don't meet new standards that have been created by the Coalition for Better Ads. The company has now announced that its browser software will start blocking nonconforming ads on February 15.
As Google explained in June, bad ads (full-page interstitials, ads with unexpected sound, and flashing ads) have had a negative impact on nearly everyone's experience on the web. It's banned all full-page ad interstitials, ads that unexpectedly play sound, and flashing ads, and this week announced the Better Ads Experience Program, which provides guidelines for companies to improve users' experience with online ads. This announcement will have a devastating effect on publishers, marketers and bloggers that use ads as one of the ways of generating revenues for the sites. Site owners can then submit their sites for a review after any violating ads have been removed. "All of this information can be found in the Ad Experience Report Help Center, and our product forums are available to help address any questions or feedback".
In fact, it appears Google will only be blocking ads on websites who have registered with the Coalition for Better Ads, and registration is voluntary and may actually carry some fees.