Google today announced that Chrome’s ad blocker is expanding across the globe starting on July 9, 2019. As with last year’s initial ad blocker rollout, the date is not tied to a specific Chrome version. Chrome 76 is currently scheduled to arrive on May 30 and Chrome 77 is slated to launch on July 25, meaning Google will be expanding the scope of its browser’s ad blocker server-side.
Google last year joined the Coalition for Better Ads, a group that offers specific standards for how the industry should improve ads for consumers. In February, Chrome started blocking ads (including those owned or served by Google) on websites that display non-compliant ads, as defined by the coalition. When a Chrome user navigates to a page, the browser’s ad filter checks if that page belongs to a site that fails the Better Ads Standards. If so, network requests on the page are checked against a list of known ad-related URL patterns and any matches are blocked, preventing all ads from displaying on the page.
Because the Coalition for Better Ads announced this week that it is expanding its Better Ads Standards beyond North America and Europe to cover all countries, Google is doing the same. In six months, Chrome will stop showing all ads on sites in any country that repeatedly display “disruptive ads.”