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Chrome’s built-in ad blocker will go live tomorrow. It’s the first time Google will automatically block some ads in Chrome, but while quite a few online publishers are fretting about this move, as a regular user, you may not even notice it.
The most important thing to know is that this is not an alternative to AdBlock Plus or uBlock Origin. Instead, it’s Google’s effort to ban the most annoying ads from your browser. So it won’t block all ads — just those that don’t conform to the Coalition for Better Ads guidelines. When Google decides that a site hosts ads that go against these guidelines, it’ll block all ads on a given site — not just those annoying prestitials with a countdown or autoplaying video ads with sound.
Kinds - Ads - Ad - Blocker - Chrome
Here are the kinds of ads that will trigger the new ad blocker in Chrome:
If you end up on a site where Chrome is blocking ads, you’ll see a small pop-up in Chrome (yeah — Chrome will pop up a notification to alert you when it blocked a pop-up…) that gives you the option to sidestep the ad blocker and allow ads on that site.
Hood - Google - Patterns - EasyList - Filter
Under the hood, Google is using the same patterns as the public and community-curated EasyList filter rules. It’s worth noting that while Google made some modifications to those rules, it doesn’t exempt its own ad networks from this exercise. If a site is in violation, ads from AdSense and DoubleClick will also be blocked.
Chances are that you’ll see a bit of a performance boost on sites where ads are being blocked. That’s not the focus here, though, and Google says it’s at best a secondary effect. Some early ad blockers also had some issues with excessive memory usage that sometimes slowed down the browser. Google admits that there is...
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