Here’s how Google Chrome’s new ad-blocker works


While the internet is no longer quite the pop-up-adopolis it once was, there are still plenty of websites that interrupt our experiences with abrupt ads and other clutter we’d rather not be a part of our experience.

On February 15, 2018, Google released a comprehensive ad blocker to finally rid the web-viewing public of overly annoying ads. In a blog post, Google Chrome Vice President Rahul Roy-Chowdhury said the new technology targets “video ads that play at full blast or giant pop-ups where you can’t seem to find the exit icon.”

Ready for Google Chrome’s new ad-blocker? Here’s how it works

The launch is seen as a tricky one by tech insiders: As digital ad revenues continue to grow but at a slower pace, Google would do well not to alienate advertisers in such a sensitive climate. At the same time, the company believes that it can filter out disruptive ads while not touching those that truly integrate into the web-browsing experience.

Google believes the stakes are extremely high. “If left unchecked, disruptive ads have the potential to derail the entire system,” Roy-Chowdhury said. As a member of the Coalition for Better Ads, Google has listed criteria that it says advertisers should steer clear of.

If websites don’t stop using intrusive ads in 30 days, Chrome will begin to block ads on that site, Chris Bentzel, an engineering manager at Google, wrote Wednesday. Some sites, such the Chicago Tribune and L.A. Times have already adjusted their ad experience, according to BBC News.

Here is what users can expect to not see when they install the new ad-blocker:

Chrome’s new ad-blocker stops these types of ads

  • Pop-up ads
  • Prestitial ads with countdown
  • Auto-playing video ads with sound
  • Large sticky ads

On your smartphone, the ad-blocker will stop:

  • Flashing animated ads
  • Ad density higher than 30%
  • Full screen scrollover ads
  • Prestitial Ads with countdown
  • Auto-playing video ads with sound

The new feature will be Google’s default ad-blocker, the company says.

Are you ready for the block party? It’s important to note that not all Chrome users will have access to the ad blocker immediately. When this story was first written even my latest version of Chrome didn’t have the feature, but now I have it.

Here’s how to install the new feature. First, you have to have Google’s Chrome browser, which you can download here. Once you open it, here are the steps to follow:


Here’s how to install Google’s new ad-blocker

  1. To go directly to the new ad-blocker, click on this link.
  2. Click the green button that says “Add to Chrome.” Below is a screenshot.

After that, your ad-blocker will be installed and start to work automatically. You’ll be able to tell it’s in use by looking at the top right corner of your browser. If you click on the icon, it will tell you how many ads have been blocked on sites you’ve visited and you’ll see the option to pause the feature as well.

You’ll also have the option to disable the ad-blocker on certain pages by clicking the “Don’t run on this page” option.

After that it may take you to a donation page, which is optional. The new ad-blocker is totally free. Once you install it, that’s it.

Have you tried the new ad blocker? Let us know what you think in the comments!

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