The Chrome logo is displayed at a Google event in New York in 2013.
Mark Lennihan AP
16 February, 2018, 03:03
Google has fired a potentially serious salvo at online publishers after its Chrome web browser began its crackdown on intrusive adverts.
Users of the browser-that is to say, well over half the people who surf the web-will no longer see any ads at all on websites that regularly throw up such annoyances.
First announced by the tech giant in April past year, Google's ad-blocking feature - set by default - will filter out intrusive ads deemed to interrupt the user experience online as well as those not conforming to the Coalition for Better Ads standards.
Google is launching a built-in blocker in Chrome that is created to filter out ads it says repeatedly violate standards put out by the Coalition of Better Ads. If you install something like Adblock Plus, you won't see Google's subtle but highly profitable text ads, just like you won't see the obnoxious full-screen animated ads from other networks.
Google's ad-blocker will not be the blanket advertising stopper that many third-party ad blockers provide. Sites that fail to pass will be notified by Google and reviewed in their Ad Experience Report on what needs to be changed. To accomplish this, Google will evaluate sites for violation of the Better Ads Standards and compile an Ad Experience Report, which site owners can use to clean up their ad experience.
Bentzel insisted that it was not Google's intention to filter adverts, but is rather a way to get websites and online publishers to fix or remove intrusive adverts.
Google says that the ad blocking will also affect ads that come from Google ads.
Exhausted of annoying online ads?
"By focusing on filtering out disruptive ad experiences, we can help keep the entire ecosystem of the web healthy, and give people a significantly better user experience than they have today", Chrome Vice President Rahul Roy-Chowdhury said in a blog post this week.
It's already known that the tool adheres to the Better Ads Standards set forth by the Coalition for Better Ads after surveying over 40,000 humans.
"We want the web to be a place where businesses can thrive and make revenue, but also a place where users can have a good experience", said Ryan Schoen, Google's product manager for web platform work at Chrome.
Chrome will send email to the site owners about their status.
Sites that have already altered the ads they show after being warned by Google include the LA Times and the Chicago Tribune. If publishers don't, they might lose their ad space. So, after extrapolating such information, Google and the Coalition for Better Ads determined that it was best to block ads of this kind, presumably making navigating the web a less frustrating adventure.
The sites that are going to be affected the most are the ones we associate with clickbait, sites that promise interesting stories, but which are populated mostly by advertising, and on which the content takes a back seat.