Abusive ads are a real issue that we as Internet users face daily—and a really annoying issue at that, too. There’s just nothing as infuriating as visiting a website full of ads left and right, clicking on an invisible overlay banner on accident, or opening a news article or any website and then have yourself redirected to another website that then tries to download APKs or malware, or simply gets you stuck in a redirect loop that renders your back key unusable. We’ve all lived through that, and it’s been an issue that has plagued mobile and desktop navigation for years now. Google is well aware of it, and they’re implementing new measures to Chrome in order to ensure users are protected from these abusive experiences.
This change has been coming for a long, long time. It was first announced in June 2017, in fact, and was first promised to come earlier this year. There was a rumor that it would come on February 15th. Google did introduce a series of measures to protect users from some of these abusive ads last year, measures which attempted to block popups and new window requests from these abusive sites. These protections and measures, however, did not go far enough, as more than half of these ads are still unaffected from Google Chrome’s new protection. Google’s approach to this situation is very simple: starting on Chrome 71, which will be released in December, ads will be blocked completely from abusive sites not complying with the Better Ads standards.
Website owners will be able to check whether their site has any abusive ads by going into the Abusive Experiences Report, located in the Google Search Report, and selecting their website, which should be listed in the drop-down menu. If something strange is detected, failing to fix it within 30 days will lead to Google Chrome removing ads on your website after the deadline.
We still don’t know how this change will pan out, but it should go a long way to prevent users from falling victim to these abusive websites. If you have an ad-enabled website, it would be a good idea to check out the Abusive Experiences report right now in order to avoid major issues in the long run when the update is rolled out next month.