10 June, 2017
Ads have always been a necessary part of web browsing, but it's only been in recent years that users have fought back against ads they've found distracting. "We at the IAB UK warmly welcome any industry change that promotes better digital advertising with a view to making a better consumer experience", a spokesperson said.
The comment comes as Google prepares to launch a new version of its Chrome browser with a built-in ad blocker. The plan to block ads and the tool for showing messages were first reported by the Wall Street Journal.
With an ad blocker, it will help web browsing experience become smoother.
Those standards mean video ads that play automatically with sound, no pop-up ads, no ads that occlude web content until a timer finishes counting down, and no large ads that cover large portions of a website even as you scroll up or down.
The company also is testing something called Funding Choices, a program that allows publishers to ask consumers who are using an ad blocker either to let the publisher display ads or to pay a fee to remove all ads from the site using a new Google program called Google Contributor.
Installing ad blockers affects a site owner's major revenue stream - advertisements - and to counter this Google is taking out the annoying ads out. The company is also offering publishers affected by ad blockers another way to monetize their content. Apart from Google, the group features Facebook, The Washington Post, and News Corp as esteemed members.
Google has started to inform publishers that it will add an ad blocker to its Chrome browser next year that aims to only filter out the most annoying ads, the company confirmed Thursday.
Google's move reflects a shifting attitude among readers, publishers and advertisers toward online advertising. Additionally, it will ideally slow the adoption rate of ad blockers that block all advertisements, thus rewarding publishers who opt for acceptable advertisements.
Google is giving publishers access to a self-service tool that will alert them to offending ads, and offer advice on how to fix the issue. Google isn't singling out particular ad types, but it has created a guide explaining what ad experiences users find most grating.
The programme is now available to publishers in North America, UK, Germany, Australia and New Zealand and will be rolled out to other countries by this year's end.
"The vast majority of online content creators fund their work with advertising", Google said in the post.
