Google Chrome Material Icon 450x450Google is planning to introduce an ad-blocking feature in both the mobile and desktop versions of its Chrome web browser, according to sources who spoke to The Wall Street Journal.

The feature could be turned on by default within Chrome and would be designed to filter out certain online ad types that result in poor user experiences on the web, as defined by industry group the Coalition for Better Ads.

According to the coalition's standards, ad formats like pop-ups, auto-playing ads with audio, and ads with countdown timers fall under "a threshold of consumer acceptability" and could therefore be targets of any blocker.

Google could announce the feature within weeks, according to the paper's sources, but it is still working out specific details and could still decide to reverse course and can the feature. One possible implementation of the filter includes blocking all advertising on a website if it hosts just one offending ad, ensuring a set standard is kept by website owners. Another option is to target specific ads.

For a company that generated over $60 billion in revenue from online advertising in 2016, the feature would seem a surprise move. However Google appears to be reacting against the growth of third-party blocking tools – some of which charge fees to let ads pass through their filters – by considering offering its own solution, which would let it control which ads pass through filters.

In the U.S., Chrome commands nearly half of the browser market across all platforms, according to online analytics provider StatCounter.

Tag: Chrome

Top Rated Comments

Col4bin Avatar
94 months ago
"Google" and "ad blocker" in the same sentence? An oxymoron in its truest sense.
Score: 13 Votes (Like | Disagree)
Hiran Avatar
94 months ago
Perhaps they are thinking of blocking not-by-google ads to monopolize on ad revenue.
Score: 10 Votes (Like | Disagree)
MH01 Avatar
94 months ago
Sounds good. No one is being forced to use it, and plenty of alternatives if it does not meet ur needs
Score: 5 Votes (Like | Disagree)
0388631 Avatar
94 months ago
It's a slippery slope, because the coalition is run by ad agencies. However, and I'm really reaching here, if they somehow have a set standard of what's acceptable and what's not, I think ads may change in the future. Wishful thinking? Maybe. I'd say the worst offending ad networks are the spammy ones, like PopAds which serve ads regardless of whether or not they deliver a payload.
[doublepost=1492672681][/doublepost]
Perhaps they are thinking of blocking not-by-google ads to monopolize on ad revenue.
https://www.betterads.org/members/
Score: 3 Votes (Like | Disagree)
itsmilo Avatar
94 months ago
How ironic. My iPhone just blocked this very page coming in through twitter. Affiliate link i suppose?
Score: 3 Votes (Like | Disagree)
OldSchoolMacGuy Avatar
94 months ago
Of course, it won't block Google ads, the most common ad on the entire internet by far. Just ads from others. Could certainly be an anti-trust suit there for doing so.
Score: 2 Votes (Like | Disagree)

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