Wednesday, 20 September, 2017

Google, an ad company, will soon block 'bad ads' in Chrome

The Verge The Verge
Sherri Watson | 20 April, 2017, 05:56

It's also suggested that Google will block every ad on a site with a rule-breaking one so that site owners and advertising companies will better police the advertising.

But the report claims that Google isn't interested in "blanket" blocks for all online ads.

It's rumored that Google could announce its built-in Chrome ad-blocker in the coming weeks, though it's possible that Google could also decide to abandon its project.

Google is reportedly planning to integrate an ad-blocker into its Chrome web browser - a move that would present some interesting implications for digital advertising companies, online publishers, and for Google itself.

The ads that offer the bad experience will be defined by the Coalition for Better Ads which released a list of best practices and standards in March 2017. This could be seen as an attempt to coerce website operators to only run Google's AdSense ads, which are guaranteed not to run afoul of Google's blocking policies. They think that pop-ups, auto-playing videos with sound, and ads that use a countdown before they can be dismissed are all bad.

The ad blocker would be part of the Google Chrome Browser, which is the most popular browser in the U.S. according to a January report from the federal government's Digital Analytics Program. With a launch of the filter Google could entice users to stick with Google's option as opposed to finding and installing any number of other ad blockers which tend to filter out everything. Already browsers like Opera come with an ad blocker pre-installed. In those cases, companies like Google may have to pay to get their ads exempted from the filters, something it could do for free with its own solution. This would give Google control over the ad-blocking market, the ad industry as a whole, and even over its competitors, which offer numerous "unacceptable ad" formats the coalition is targeting.

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