Google Chrome Material Icon 450x450Google will introduce an ad-blocking feature in both its mobile and desktop Chrome web browsers early next year, according to the company. Thursday's announcement confirms rumors back in April that the tech giant was seriously considering the feature for Chrome, and provided more details on Google's motives behind the move.

In a blog post, Sridhar Ramaswamy, Senior VP of Ads and Commerce, said Google wanted to "build a better web for everyone" by eradicating intrusive ads online without removing all ads entirely, since so many sites rely on ads as their source of revenue.

The vast majority of online content creators fund their work with advertising. That means they want the ads that run on their sites to be compelling, useful and engaging--ones that people actually want to see and interact with. But the reality is, it’s far too common that people encounter annoying, intrusive ads on the web--like the kind that blare music unexpectedly, or force you to wait 10 seconds before you can see the content on the page. These frustrating experiences can lead some people to block all ads--taking a big toll on the content creators, journalists, web developers and videographers who depend on ads to fund their content creation.

Google said efforts to find a solution to the problem involved several steps, one of which is the ad blocking software, or "ad filter". Chrome's ad filter won't block all ads, but only those that are classified as intrusive or annoying. To help with its classifications, Google said it had joined the Coalition for Better Ads, an industry group dedicated to improving online ads, and would be using the coalition's guidance to determine which ones should be blocked.

According to the coalition's Better Ads Standards, ad formats like pop-ups, auto-playing ads with audio, and ads with countdown timers fall under "a threshold of consumer acceptability", so these will be blocked by Chrome. Even ads "owned or served by Google" will be blocked on pages that don't meet Chrome's guidelines, said the company.

Google also said it planned to support the guidance by helping publishers understand how the standards apply to their own websites. To that end, it has published an Ad Experience Report, which provides examples of annoying ad experiences, and a best practices guide offering ways to fix the issues.

In addition, Google will introduce an option for website visitors to pay sites that they are blocking ads on, called Funding Choices. Google has already been testing a similar feature for some time, but it hopes the updated model will be supported by more publishers when it goes live.

Tags: Google, Chrome

Top Rated Comments

lexvo Avatar
59 months ago
Guess whose ads won't be blocked :)
Score: 26 Votes (Like | Disagree)
levitynyc Avatar
59 months ago
I've used Adblock for many years.

Once in a blue moon I'll need to browse the web at work. Its a different world without adblock on. Its almost unusable.
Score: 23 Votes (Like | Disagree)
bitfactory Avatar
59 months ago
I wish Apple would build a block for autoplaying videos into Safari. There are some hacks out there, but they mess up YouTube viewing as well.

Autoplaying videos have become so user hostile on so many different websites it's sickening.
Score: 14 Votes (Like | Disagree)
Wahlstrm Avatar
59 months ago
"Wtf have they done to their website?!"
-Me, every time I do a fresh install of macOS and forget to install Adblock in Safari. :)
Score: 11 Votes (Like | Disagree)
69Mustang Avatar
59 months ago
Even ads "owned or served by Google" will be blocked on pages that don't meet Chrome's guidelines, said the company.
Guess whose ads won't be blocked :)
I give up. Whose ads won't be blocked? :p:rolleyes:
Score: 9 Votes (Like | Disagree)
69Mustang Avatar
59 months ago
They'll likely face lawsuits for this. Blocking the ads of others while allowing their own is most certainly seen an an anticompetitive move. I'm sure they'll try to get around it by using a block list made by another company, rather than themselves, but they'll certainly pick one that doesn't block their own ads.
Says right in the article: "Even ads "owned or served by Google" will be blocked on pages that don't meet Chrome's guidelines, said the company."

Also, hate Google, love Google... doesn't matter. No company is dumb enough to subject themselves to legal issues as glaringly obvious as this would be if they excluded their own ads from blocking. Wouldn't common sense dictate they would try to ensure their ads conformed to the guidelines as much as possible? It sure a hell of a lot easier than doing what you suggested.

This isn't about less ads on the web. This is about less intrusive ads on the web.
Score: 4 Votes (Like | Disagree)

Popular Stories

macbook pro 13 inch banner

Apple Planning Five New Macs for 2022, Including Entry-Level MacBook Pro Refresh

Sunday December 5, 2021 7:55 am PST by
Apple is working on five new Macs for launch in 2022, including a new version of the entry-level MacBook Pro, according to Bloomberg's Mark Gurman. In the latest edition of his "Power On" newsletter, Gurman said that he expects Apple to launch five new Macs in 2022, including: A high-end iMac with Apple silicon to sit above the 24-inch iMac in the lineup A significant MacBook Air...
apple watch series 7 aluminum colors

2022 Apple Watch Lineup Rumored to Include New Apple Watch SE and 'Rugged' Model for Sports

Sunday December 5, 2021 8:22 am PST by
Apple is planning an entire revamp of its Apple Watch lineup for 2022, including an update to the Apple Watch SE and a new Apple Watch with a rugged design aimed at sports athletes, according to respected Bloomberg journalist Mark Gurman. Writing in the latest installment of his Power On newsletter, Gurman said that for 2022, alongside the Apple Watch Series 8, Apple is planning an update to ...
airtag in hand

Apple AirTag Linked to Increasing Number of Car Thefts, Canadian Police Report

Friday December 3, 2021 7:10 am PST by
Apple's AirTags are being used in an increasing number of targeted car thefts in Canada, according to local police. Outlined in a news release from York Regional Police, investigators have identified a new method being used by thieves to track down and steal high-end vehicles that takes advantage of the AirTag's location tracking capabilities. While the method of stealing the cars is largely ...
1x 1

Apple CEO Tim Cook 'Secretly' Signed $275 Billion Deal With China in 2016

Tuesday December 7, 2021 6:49 am PST by
Apple CEO Tim Cook "secretly" signed an agreement worth more than $275 billion with Chinese officials, promising that Apple would help to develop China's economy and technological capabilities, The Information reports. In an extensive paywalled report based on interviews and purported internal Apple documents, The Information revealed that Tim Cook personally forged a five-year agreement...
ipad air arrive feature

iPad Pro With Wireless Charging, iPad Air 5, and iPad 10 Reported to Debut in 2022

Sunday December 5, 2021 8:54 am PST by
Apple is preparing to update three of its iPad models in 2022, including the entry-level iPad, iPad Air, and iPad Pro, according to Bloomberg's Mark Gurman. In his latest "Power On" newsletter, Gurman reiterated Apple's plans to release a new iPad Pro in 2022, featuring a new design and wireless charging, and clarified the company's intention to release new versions of the entry-level iPad...
2021 MBP SD Card Error Feature

Some SD Cards Not Working Properly With 2021 14 and 16-Inch MacBook Pros

Monday December 6, 2021 2:02 pm PST by
The SD card reader slot on the new 14 and 16-inch MacBook Pro models is not functioning as expected with some SD cards, according to multiple reports on the MacRumors forums. In a long complaint thread, MacRumors readers have detailed the issues that they're having with some SD cards, and there seems to be little consistency between reports and affected SD cards. Some SD cards crash and...
airpods pro blue holiday 3

Deals: AirPods Pro With MagSafe Available for $169.99 and Christmas Delivery on Amazon ($79 Off) [Update: Expired]

Monday December 6, 2021 6:03 am PST by
Amazon today has Apple's AirPods Pro with MagSafe Charging Case for $169.99 and delivery before Christmas Day, down from an original price of $249.00. This is $10 off from the rock bottom $159.99 price tag we tracked on Black Friday and Cyber Monday, and still a great deal for anyone shopping this holiday season. Note: MacRumors is an affiliate partner with Amazon. When you click a link and...
life360 app

Tile Buyer Life360 Selling Precise Location Data on Millions of Users

Monday December 6, 2021 1:05 pm PST by
Location tracking service Life360 has been selling the precise location data of tens of millions of its users, according to a new report shared by The Markup. Life360 bills itself as a "family safety platform" app that is meant to allow family members to keep tabs on one another with tracking software that's installed on smartphones, and there are both Android and iPhone apps. The...