Google Could Include Ad-Blocker in Future Versions of Chrome Browser

Google 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

(View all)
Avatar
1 week ago
"Google" and "ad blocker" in the same sentence? An oxymoron in its truest sense.
Rating: 13 Votes
Avatar
1 week ago
Perhaps they are thinking of blocking not-by-google ads to monopolize on ad revenue.
Rating: 10 Votes
Avatar
1 week ago
Sounds good. No one is being forced to use it, and plenty of alternatives if it does not meet ur needs
Rating: 5 Votes
Avatar
1 week ago
How ironic. My iPhone just blocked this very page coming in through twitter. Affiliate link i suppose?
Rating: 3 Votes
Avatar
1 week 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/
Rating: 3 Votes
Avatar
1 week 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.


Actually no. Google will outsource the decision making.

https://www.betterads.org/coalition-for-better-ads-releases-initial-better-ads-standards-for-desktop-and-mobile-web/

People like to just bash Google without looking at the facts. The decisions made in the link above are for the user benefit.
Rating: 2 Votes
Avatar
1 week ago
I would never buy into this lie that they are telling us. One of the biggest spy firms in the world is blocking ads.
Rating: 2 Votes
Avatar
1 week 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.
Rating: 2 Votes
Avatar
1 week ago
Foxes guarding the henhouse.
Rating: 1 Votes
Avatar
1 week ago
In a way, mainstream browsers have had ad blockers in the form of security features like popup blocking. Bad ads can be annoying or even attack users, especially inexperienced ones who click the fake "download" button on a sketchy site*. This is a good step by Google and others.

Safari's Reader Mode is actually a pretty intense ad blocker. It strips all news articles of any ads or other annoyances. Heck, Apple's form of ad blocking doesn't get detected by the news sites, so I don't even have to bother with ad-blocker-blocker-blocker software. Apple News seems to do something similar, and I don't know how they get away with it.

* I remember downloading mods on Minecraft Forum, and modmakers would always complain about people blocking ads in their Adfly links. Well, I tried unblocking them once, and I somehow got a popup for a fake Flash installer that immediately dropped a DMG into my downloads and spammed me with Javascript dialogs. So... nope, never again.
Rating: 1 Votes
[ Read All Comments ]