Google is walking a tightrope calling its approach filtering (rather than blocking) because the end result on sites struck by Chrome is the same as if an ad-blocker add-on was installed: All ads have been "disappeared." The filtering Chrome does is on a site-by-site basis, not ad-by-ad, something that some commentary about the new functionality failed to mention. The Better Ads Standards consists of 12 ad types that users reported as particularly annoying.
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Chrome sniffs out a different mix - eight kinds of ads from the dozen originally scrutinized - when it's running on the Android and iOS mobile operating systems. On a PC, Chrome looks for four ad categories out of six considered by the panel: pop-ups, ads that automatically play video and audio, "prestitial" ads accompanied by a countdown clock, and those dubbed "large sticky ads," which blanket more than 30% of the screen and remain in place no matter how much the user scrolls. The standards have identified several ad types on the personal computer desktop and on mobile devices that CBA-released research claimed are the most annoying of all online advertisements.
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