IT&Software

Google planning to block bad ads in Chrome on desktop and mobile

Google planning to block bad ads in Chrome on desktop and mobile

One option includes blocking all advertising on a website if it includes even just one offending ad, which would ensure that website owners keep all forms of advertising up to standard.

The ad-blocking feature, which could be switched on by default within Chrome, would filter out certain online ad types deemed to provide bad experiences for users as they move around the web.

Lots of folks run ad-blocking add-ons in their browsers, but soon Google may be adding an ad-blocker of its own to Chrome. The Journal reported that the feature could block all ads on any sites that contain offending ads. According to the WSJ, the ads that don't make the cut would be from a list of ad types as defined by the Coalition for Better Ads, which it helped create. That's according to sources speaking to the Wall Street Journal, who say that Google's ad-blocker would filter out ads that have been deemed as bad for users by the Coalition for Better Ads.

With its built-in ad blocker, Google reportedly wants to block third-party ad-blockers from getting more popular.

The company would rely on the Coalition for Better Ads to determine which ads don't meet the cut, meaning likely blocking for pop-ups, autoplay videos with sound and "prestitial" countdown ads. Adsense ads would presumably remain, thus continuing the revenue stream for Google.

Almost 25% of US internet users had an ad blocker in 2016, according to research firm eMarketer. As an advertiser itself, Google exercising stronger controls over ads will definitely draw criticism from industry peers, and possibly also from antitrust watchdog organizations.

Bundling an ad-blocker into Chrome would be a big move by Google. Ad blockers are gaining in popularity, and with Chrome's 50+ percent browser market share and auto-updating ability, the Chrome ad blocker would instantly become the most widely used solution out there.

Google did not respond to questions about the WSJ report's legitimacy in time for this article's publication.


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