![]() Adblock Plus and other simpler ad-blockers will likely stagger but survive. And since it does far more than simply block visible ads, it’s likely to quickly run afoul of the new 150,000-rule limit. uBlock Origin will effectively be killed off in its current incarnation since it’s entirely dependent on the Web Request API. ![]() The most popular ad blockers are Adblock Plus and uBlock Origin, and each will face real problems with the new API. When they do get released, most ad blockers on Chrome will be much less effective. Changes to Chrome can take a long time to get released and Google has not announced when the changes will go live. Can you still get ad blocking to work?įor now, all ad blocking works. But ad blockers disagree and claim that there’s better ways to accomplish those goals without restricting ad blockers at the same time. Google insists that this will help with security and privacy. The old API was called the Web Request API. The new API, Declarative Net Request API, does’t allow chrome extensions as much freedom as the old API did. The API is how a browser extension like an ad blocker communicates with the browser. ![]() What’s going on, and what are your options? Which ad blockers still work? Some will still work but the majority will lose their ability to block ads consistently. But it's unclear whether disappearing only the most annoying one percent of ads on the web will stop people from installing ad-blockers-let alone win back people who already use them-if other irritating practices continue, and users still worry about privacy and security.Chrome is doing away with its ad blocking extensions soon. Given that Chrome is used by about 56 percent of web users, according to StatCounter, being filtered could amount to a massive drop in ad revenue for sites that don't preemptively clean house. Yes, it's already motivated a few sites to make some changes, and others will likely follow. The big question is how much Google's moves will actually discourage people from using more aggressive ad-blockers. "As long as you're practicing respect for our audience, you're OK," he says. But he says companies generally understand that bad advertising practices have a negative impact on their brands. Michael Priem, CEO of the Minneapolis-based advertising firm Modern Impact that works with companies like Samsung and Best Buy, says his clients worry about the impact these changes will have on their ability to reach consumers. "Every review is captured in video which is surfaced in the Ad Experience Report." ![]() "We use a combination of manual and automated methods to review sites," the Google spokesperson tells WIRED. Google has been reviewing the most popular sites in North America and the EU for violations of those standards. The guidelines identify four specific types of desktop ads and eight types of mobile ads that users find unacceptable, including ads that take up too much screen space, play audio automatically, and obscure the content users are trying to view. The group surveyed 25,000 users in North America and Europe to find out what ads they find most annoying, and used the results to craft a set of guidelines called the Better Ads Standards. Instead, it focuses only on blocking ads that violate guidelines published by the Coalition for Better Advertising, a group that includes advertising companies, publishers, and tech companies (WIRED's publisher, Condé Nast, belongs to coalition member Digital Content Next). The new Chrome ad-filtering feature doesn't directly address privacy or page speed.
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