Yandex, a major player in the Russian technology market, has recently introduced native ad-blocking functionality to its popular web browser. This move is in line with new guidelines developed by the local branch of the Internet Advertising Bureau (IAB) and aims to enhance users’ browsing experience by blocking “intrusive advertising.”
The Yandex browser filter will not block ads that meet IAB Russia guidelines. To ensure compliance, Yandex has provided a diagnostics tool available on the Yandex.Webmaster service. Publishers and advertisers can use this tool to check if their advertisements are compliant with Yandex’s standards.
Users of the Yandex.Browser who update to the latest version will find that the ad blocker feature is activated by default, preventing “annoying or disruptive ads” from loading when a page is displayed, as stated by the company.
Yandex previously supported third-party ad-blocking extensions in its mobile browser and provided users with a complaint button for reporting bad ads. Baking in ad blocking by default represents a further step towards improving user experience.
This move comes just ahead of Google’s announcement that it will also introduce a built-in ad blocker to its Chrome browser later this month, which could be seen as an effort to apply pressure on advertisers to produce ads that are less intrusive. Yandex believes in creating high-quality online experiences without obstructive advertising.
While the IAB has been criticized for promoting native ad-blocking features by tech giants such as Apple and Google, Yandex’s move is a response to growing consumer concerns about ad technology practices and creepy ads. The company plans to expand native ad-blocking to other markets once local ad standards are established.
This initiative aligns with the IAB Russia’s efforts in coordinating research and recommendations with IAB Europe, IAB Belarus, and the Coalition for Better Ads.
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