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The move may seem counterintuitive for a company that makes most of its money from advertising.
Starting next February, Google’s Chrome browser will block ads failing to meet standards laid out in a program aimed at improving online advertising.
The Better Ads Experience Program rolling out next year was created to improve online ads viewed by consumers and convince companies to adopt better standards.
In June, Google confirmed it would participate in the ads program.
According to a post published on Google’s developers site, the company said Chrome will “remove all ads from sites that have a ‘failing’ status” as outlined by the program.
Details on the timing were first reported by Venturebeat.
In March, the program introduced the first set of ad standards for desktop and mobile devices in North America and Europe. The standards identify ad experiences “ranked lowest across a range of user experience factors, and that are most highly correlated with an increased propensity for consumers to adopt ad blockers,” said The Coalition for Better Ads in a statement.
Many web users rely on third-party software to block ads while they roam the Internet. However, the blockers can cause headaches for web publishers who rely on ads as a key source of revenue.
Follow Brett Molina on Twitter: @brettmolina23.