Starting in December 2018, Chrome 71 will remove all ads on sites with persistent abusive ad experiences. Sites that persistently contain those types of advertisements, which gain clicks through deception such as by showing fake "close" or "play" buttons or misleading warnings, will be affected by the change. But on Monday, it said an update to Chrome will block all ads on a group of sites that have been bombarding users with the invasive tactics.
Of course, if you want to experience the web in its shittiest form, Google will let you disable abusive site filtering in Chrome settings.
This isn't the first step by Google to make the user experience of web browsing safer with Chrome.
Google monitored the effectiveness of the implementation in Chrome and revealed yesterday that Chrome caught only half of the abusive experiences with the implemented set of protections.
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Unexpected Click Areas: Transparent backgrounds, non-visible page elements, or other typically non-clickable areas that lead to an ad or landing page when clicked. If Google discovers an abusive ad, the site in question has 30 days to resolve the issue before the company starts blocking all its advertisements. Abusive ads will also create fake system notifications luring the user into downloading viruses. "An abusive experience is created to mislead website visitors". Before you know it, you're on a site which is clearly (or sometimes not) a phishing scheme intending to steal your personal information. The company will be punishing the websites that are repeat offenders as apart of Chrome browser version 71 that is due to arrive in December this year.
Chrome already takes some actions against certain undesirable website behaviors; it tries to block popups, it limits autoplay of video, and it blocks certain kinds of redirection. If site owners fail to address complaints presented through the Abusive Experiences tool, Google will deny the site ads and the revenue that comes with them.
Google shared an example of an abusive mobile experience on a mobile device that initiates an involuntary app install.
In order to protect yourself, you don't actually have to do much.