Published: Fri, November 09, 2018
Industry | By Terrell Bush

Google Chrome's Newest Version Will Block Pop-Up Ads

Google Chrome's Newest Version Will Block Pop-Up Ads

After the failure of last year's abusive web ad clampdown, Google will next month cut off revenue for websites that flout its rules against malicious adverts.

Chrome 71, with the browser's new ad-blocking features, is expected to launch in December 2018. Abusive ads are generally advertisements that cause your browser to misbehave by redirecting them to other sites, generate system error messages, or attempt to steal personal information.

Google on Wednesday announced that it will simply block ads with "persistent abusive experiences" on websites with its new Chrome 71 update, which is scheduled to roll out in December this year.

Google has been working against abusive ad experience, back in July with Chrome 68, Google prevented sites from opening new tabs or windows if they were reported for serving abusive experiences.

Users will be able to turn off this filter to make the ads return to them, but they'll remain blocked at default otherwise.

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Unfortunately, even with these additional protections, Google has found that more than half of these abusive experiences were not being blocked by Google Chrome. Offending sites will be given 30 days to change their ads before Google removes all of their ads entirely.

"This approach did not go far enough", Sekhar wrote in a blog post today (Nov. 5). This includes points on the page that are transparent or non-visible yet open an unexpected ad when clicked.

Google said there are only a "small number of sites" that show such ads in the first place, so users may not see much of a difference.

Google shared an example of an abusive mobile experience on a mobile device that initiates an involuntary app install. "More than half of these abusive experiences are not blocked by our current set of protections, and almost all involve harmful or misleading ads", said Google. After that, it'll block all the ads on that particular site. While some of them may be useful, targeted ads at large, are considered an intrusion to user privacy.

While Chrome 71 won't actually be out for a few more weeks, you can download it from here as the Chrome beta release. But it's likely a prudent idea to check your site in the Abusive Experiences Tool to check if anything is flagged by Google as abusive.

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