Chrome 71 Changes For Advertisers & Publishers

Chrome 71 set to launch with a focus on user experience and Ecommerce safety

Google to block abusive ads and display warning on websites that do not display all mobile subscription information in a clear manner.

Already one of the most trusted and popular web browsers available, Google Chrome is preparing to upgrade their browser yet again with the release of Google Chrome 71. While Chrome is updated regularly, with a new version of the browser released approximately every six weeks, this version has been garnering a fair bit of attention due to the new measures added to improve the user experience and protect unsuspecting consumers from unwanted charges.

Google has stated that Chrome 71, set to launch December 2018, will improve upon its ability to block all ads on websites that feature what the company calls “abusive experiences.” According to the tech-giant, this includes the following:

Unexpected Click Areas: Usually created with transparent background or other typically non-clickable areas.
Phishing: The attempt to steal or trick users into sharing their personal information.
Fake Messages: Often resembling chat apps, system warnings or other notifications.
Misleading Site Behavior: When features on the page, such as the scroll bar or close button, drives the user elsewhere.
Unwanted Software: Advertisements that link to unwanted software that may be installed on a users’ machines.
Auto Redirect: Page elements that auto-redirect the page without user action.
Mouse Pointer: Page elements that resemble a moving mouse pointer and tricks users into interacting with it.
Misleading Branding: Advertisements that promote fake or unidentified businesses.

If a website consistently features any of the abusive tactics mentioned above, they will be added to Google’s “blacklist” and all of their ads will be automatically removed once loaded within the Chrome browser. It should be noted that website proprietors will be permitted to verify this information, as well. If a website is added to the blacklist, Google will give the owner of the site 30 days to remove these abusive manoeuvres from their site completely. If this is not done, Google will then begin to remove all advertisements from the site in question, including the non-intrusive ones.

In addition to this improved user experience, Chrome 71 users will also benefit from warning messages when viewing certain websites that offer subscription services. In an effort to protect consumers from unwelcome charges, a warning message will be shown whenever viewing a website that does not have sufficient mobile subscription information surrounding their services. According to Google, every month there are millions of Chrome users who visit webpages with insufficient mobile subscription information. The goal with Chrome 71 is to allow users to make more informed decisions when signing up to mobile based subscription services. Users will be given the choice to continue to their desired page, or go back if they were unaware that they were entering a page that involved billing.

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