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Everything to Know About the Google Chrome Ad Blocking

Starting February 15th, 2018, Google has released its new ad blocking feature that removes any ads seen as ‘annoying’ by the Google Chrome browser. Furthermore, website owners will have all of their ads removed (including those owned by Google), if they display too many other ads that don’t fit into the rules.

Although the changes were announced months ago, many online publishers are still in the fog when it comes to new rules. In fact, Google confirmed their default ad blocker for Chrome in June 2017 – and, in December, the company also specified the exact release date.

The information below will help you understand what the new blocker means, how it affects you and what you should do next to meet the new online experience standards.


What are the Google blocking criteria?

Google uses the Better Ads Standards created by the Coalition for Better Ads in order to figure out which ads create an unpleasing experience for online users. Here are some of the big no’s on the list:

  • Video ads that play at full volume;
  • Flashing display ads;
  • Pop-ups with small exit buttons that are hardly noticed;
  • Prestitial ads that block users from seeing content on a page.

Surprisingly enough, one of the ads that are not on the forbidden list is the anchor ad that stays stuck at the bottom/top of a page while an user is scrolling. Studies performed on 25,000 internet users showed that most of them only find anchor ads ‘a little annoying to not annoying at all.’

How does the Chrome ad filtering work on my site?

When a person enters a website, the Chrome ad filter automatically checks if that specific page is part of a site that failed the Better Ads Standards. If so, the filter compares the existing ad-related URL patterns with that web page. Anything that doesn’t match those patterns is instantly blocked.

Where do these URL patterns come from? Their main source is the EasyList filter lists, which is a set of rules explaining how to select URL patterns that match popular ad suppliers. Some of the most popular ad suppliers are Google AdSense and DoubleClick, for example.

Right now, EasyList is the main list of filters that most ad blockers use, including the Mozilla Adblock plugin.

However, if certain ads are blocked, Chrome will display a message on the user’s screen where they can select to ‘allow ads on this site.’


What do I do if my website failed the test?

Even if your website failed to meet the Better Ads Standards policy, you can still make things right. As soon as the ads on one of your web pages is blocked, you will receive a Failing assessment. Then, you can request a review from the Ad Experience Report – but only after you made the necessary changes to your website.


Google chose to take this automatic measure because of the incredibly large number of users installing ad blockers on their desktop and mobiles. As we speak, Chrome holds 50% of the mobile browser market share and 45% in North America alone. Check your website, check the new requirements and make your website better than ever!

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