Google Chrome launches default ad-blocker

16 February, 2018, 06:57 | Author: Carmen Reese
  • Google tackles bad ads

Google Chrome, the widely used internet browser of the tech giant Google has announced that it will block "annoying" ads, which use tools such as pop-ups and loudly auto-playing videos from websites that disturb users. That would be a major blow for publishers, many of which rely on advertising revenue.

"The most intrusive ad experiences include prestitial ads (those full-page ads that block you from seeing the content on the page) and flashing animated ads", blogged Chris Bentzel, Chrome's engineering manager, citing a survey of 40,000 USA and European web users.

The move stems from the Coalition for Better Ads (CBA), whose members include major marketers, Google, Facebook and major news publishers.

Those ads which repeatedly show up on the website and fail to comply with the standards, will be blocked by Chrome based on the number of complaints against it.

What Google is trying to do is discourage the use of such ads by putting pressure on the sites that host them. The majority of websites won't have their ads removed as a result of the feature's introduction.

More news: Google takes AMP beyond basic posts with its new story format

The company subsequently developed a new and less intrusive ad format that solved the problem, Willig said. However, Google's still faced criticism from browser users concerned it's abusing its browser monopoly to decide what constitutes "acceptable" web content. With the more disrupting ones kept out of the way, Google is hoping the better ones continue to remain in existence, which again is where its revenues come from. It's important that we work to maintain a balance? and if left unchecked, disruptive ads have the potential to derail the entire system.

"We've already seen more and more people express their discontent with annoying ads by installing ad blockers, but blocking all ads can hurt sites or advertisers who aren't doing anything disruptive", Roy-Chowdhury pointed out.

"We're encouraged by early results showing industry shifts away from intrusive ad experiences, and look forwarding to continued collaboration with the industry toward a future where Chrome's ad filtering technology will not be needed", concluded Bentzel. Google told TechCrunch that 42 percent of sites that violate the standards have already been altered in response to the changes.

Google Chrome users will soon see fewer pop-up adverts. This could possibly mean a change of attitude or strategy from publishers to offer better ads with value to both the users and the websites.

Overall the outlook is generally positive with McIlvenny adding that the ad-blocking filter "can only be seen as a good thing", while the impact on publishers, in the long run, will be minimal, according to PubGalaxy's chief commercial officer Matt Hammond.

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