Google’s Chrome ad blocker will block all ads served on sites that receive a failure notice if the publisher doesn’t comply with the Better Ads Standards within 30 days, reports Media Post, which added that depending “on the number of violations found, the site will be evaluated based on Passing, Warning or Failing grades. One bad ad will not start the filtering, according to Kelsey LeBeau, who heads publisher partnerships at Google. The site must be a repeat offender. The technology, however, will block ads that comply and do not meet the standards if the publisher fails to comply.

“It is not technically impossible to block only the ads that do not comply — but it is extremely difficult, so for now the platform blocks all ads. Chrome’s ad filter will first check whether that page belongs to a site that fails the Better Ads Standards. If so, network requests on the page are checked against a list of known ad-related URL patterns. If there is a match, Chrome will block the request, preventing the ad from displaying on the page. The patterns are based on the public EasyList filter rules, and include patterns that match for Google’s AdSense and DoubleClick.

“LeBeau has been working on the past two years with challenges based on ad blocking. Her focus is twofold: to reduce the demand for blockers that do not discriminate in terms of who is serving the ad by improving the site visitor’s experience, and how to win back users who have installed ad blockers.”

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