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News that Google intends to install an ad-blocker in its Chrome browser shocked the tech and publishing world in April. Now, details of how the program will work are starting to become clear.
The Google ad-blocker will block all advertising on sites that have a certain number of “unacceptable ads,” according to The Wall Street Journal. That includes ads that have pop-ups, auto-playing video, and “prestitial” count-down ads that delay the display of content.
Google, which refers to the ad-blocker as an ad “filter,” is using a list of unacceptable ad types provided by the Coalition for Better Ads, an advertising industry trade group.
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