03 June, 2017
Starting early next year, Google's Chrome web browser will automatically block some of the most annoying and intrusive internet advertisements, including those that automatically play audio or prevent you from viewing a web page. In order for Google Chrome browser to allow the ads to be displayed, websites should complete with the Better Ad Standards. According to the research firm eMarketer some 27.5 per cent of US internet users will use ad blockers this year.
Google described the new tool as an advertising "filter" as opposed to a "blocker" and compared it to existing features in Chrome, which are created to block pop-up windows or to warn consumers they are visiting a page with malicious software, or malware.
Today, we have confirmation: In early 2018, a Chrome update will include an ad filter (as Google prefers to call it) that searches out sites with poor ad experiences.
Ads that the Coalition for Better Ads considers problematic include pop-ups, full-screen ads and auto-playing videos. As a member of the Coalition for Better Ads, Google is committing to improving the delivery and presentation of ads, something we can all agree is sorely needed.
Mr Ramaswamy noted that "annoying" ads prompt some people to use ad-blockers that stop all advertising content, hurting revenue for content creators.
Google will inform site owners and publishers of any offending ads that may be on their site.
Google will ask ad-blocker users to either enable advertising or make a payment to view content without adverts, the firm has announced.
Towards this end, Google has also released a Better Ads Standards guide for online publishers in order to check ads on their site against the ones listed out in the report and take appropriate steps in order to avoid getting blocked by Chrome's ad blocker.
As society is moving toward a mobile-first world, more and more companies are trying to improve the user experience when it comes to browsing on a mobile device. It's unclear whether the new ad blocker would be an option that user could disable or a feature built into the Blink rendering engine that powers the browser. Furthermore, since those ads that meet the criteria will be displayed, this will do away with an all-inclusive ad blocking, which if done can have serious fallouts for online advertising revenue.
The ads that will be targeted by Chrome are outlined in their Ad Experience Report, which will be provided to publishers. That way visitors won't find it necessary to block all adverts, just those that blare music or get in the way of the content they enjoy.
