Beginning in January, the group will certify publishers and supply-side networks that agree to abide by the standards and block ads to those that don't. Google will begin blocking ads in line with the Coalition for Better Ads' "Better Ads Experience Program".
According to Google, the goal is to stop showing ads from sites that use intrusive advertising experiences starting February 15. The ad-blocker will be available for both desktop and mobile, and it'll be quite interesting to see how the online landscape changes following its release. A handful of publishers rely on annoying and disruptive ads which is why people tend to use ad blockers.
It's different from third-party ad blockers that block all ads indiscriminately. That means avoiding popups, prestitial ads with countdown timers, auto-playing videos with sound, and large ads that stick to the screen as you scroll. One can probably guess numerous types of ads that won't meet the guidelines: full-page interstitial ads, ads that play sound unexpectedly, and pop-ups, among others.
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.
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.
All in all, this sounds like a pretty great move on the part of Google, as it should cut down on the number of problematic ads quickly.More news: Ryan Shazier at Heinz Field for Patriots-Steelers, crowd goes berserk