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Chrome debuts automatic blocking of annoying ads - Technology Markets - Heroslodge

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Chrome debuts automatic blocking of annoying ads by Noblex: 12:14 pm On Feb 18

Chrome debuts automatic blocking of annoying ads

Google developers this week debuted a long-anticipated feature in Chrome that automatically blocks one of the Internet's biggest annoyances-intrusive ads.

Starting on Thursday, Chrome started filtering ads that fail to meet a set of criteria laid out by the Coalition for Better Ads, an industry group.

In a post published Wednesday, Chrome Engineering Manager Chris Bentzel said the filtering will focus on ad types that were ranked the most intrusive by 40,000 Internet uses who participated in a survey.

On computers, the ads include those involving:

auto-playing videos with audio
"prestitials" that cover the screen that include a countdown timer
large images that stick to the bottom of a page, regardless of efforts to scroll

For mobile devices, intrusive ads include those with:

"prestitials" that appear on a page before content has loaded and block the content
densities of more than 30 percent of a page's height
animated images that rapidly flash or change background, text, or colors
video with auto-playing audio
"poststitials" with countdown timers appear after the user follows a link
full-screen images that appear on top of content and force user to scroll through
large images that stick to the side of a page, regardless of efforts to scroll

Bentzel said websites will be evaluated on the Better Ads Standards and assigned a status of passing, warning, or failing.

"It's important to note that some sites affected by this change may also contain Google ads," Chrome VP Rahul Roy-Chowdhury wrote in a separate blog post.

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