Google Chrome's Ad blocker is live

Google is finally ready to send the ad blocking feature live. In the next coming days, Chrome users shall start seeing fewer advertisements.

This is a big step for Chrome users, as it will block some of the more annoying advertisements. The first thing you should know about Chrome’s new ad blocker is that it obviously isn’t going to block all of the ads you see on the internet. Instead, Chrome’s ad blocker is geared toward stopping specific types of ads from appearing on desktop and mobile.

The company said it will roll out new controls based on Better Ads Standards pulling ads which fail to meet the new ads standards.

It's part of better Ads Experience Program, which is organized by the Coalition for Better Ads, which count Google, Microsoft, and Facebook, as board members.

The goal is to push publishers to drop the worst kind of ads, ones that drive users to install blanket ad blockers.

The standards focus on 12 types of ads users find annoying, such as "large sticky ads", ones that automatically play a video, or ads popping up with a timer, often requiring the user to hit an "X" before advancing to the actual page.

When a user reaches a site where ads have been blocked, they will receive a notification within the browser, along with the option to "always allow ads on this site".

Sites also will be regularly evaluated, with grades such as "passing", "warning" or "failing". Typically, web users would install third-party ad blockers and use them on websites with annoying ad experiences. Those blockers can cause headaches for web publishers who rely on ads as a key source of revenue.

Chrome’s ad blocking is going to function a little bit differently from a third-party ad. Thus, instead of blocking all violating ads, Google will analyze websites on an individual basis. “Depending on how many violations of the Better Ads Standards are found, the site will be evaluated as having a status of Passing, Warning, or Failing,” Google writes in a Chromium blog post.