Wednesday, 23 October, 2019

Chrome Debuts Feature That Automatically Blocks Intrusive Ads

Chrome Debuts Feature That Automatically Blocks Intrusive Ads Chrome Debuts Feature That Automatically Blocks Intrusive Ads
Emmett Howard | 20 February, 2018, 22:38

As noted in the journal The Progress on its website, Google was close to the "Coalition for Better Ads" to carry out his project.

Google recently rolled out a built-in ad blocker for Chrome, but it's not good news for everyone involved.

For instance, CNN reported that on a desktop PC, the new Chrome feature will prevent pop-up ads, those that auto-play videos with sound, those large sticky ads that take over the bottom portion of a screen but refuses to budge, and those ads that shamelessly take over the browser. This group includes several media and advertisers.

Google's stated goal is to make the Web less infuriating to navigate.

"To us, your experience on the web is a higher priority than the money that these annoying ads may generate - even for us", Roy-Chowdhury said in a blog post.

According to Chrome, as of February 12, 42% of sites which were failing the Better Ads Standards have resolved their issues and are now passing. About 850 of those have a failing status, meaning they could see their ads blocked within the next 30 days. This is achieved primarily by putting an end to the ads considered annoying and intrusive. Some might even be persuaded to stop using third-party ad blockers that typically cut down revenues, making some ad-reliant websites and advertisers glad of the move.

Chrome is used by about 60 percent of desktop and mobile Internet users.

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Others such as Aral Balkan, developer of the Better tracker blocker for Safari argue that "the aim of Google releasing its own ad filter is to give people a false sense of security and, hopefully, to keep them from installing tracker blockers like uBlock Origin that actually protect people from surveillance by the likes of Google and Facebook on the web".

The part where the coalition guidelines come in is on the types of ads that a research conducted by the group found to be aggravating for users.

An Internet free of tracking and ads is obviously not Google's endgame. While some see this as overhauling the ad industry from the inside, Google is fielding criticism for the way the blocker is being implemented.

In a bit of an ironic twist, those who are anxious the most about the implementation are members of the coalition itself, according to The Wall Street Journal (paywall).

Google unveiled a new logo on September 1.

However, they claimed in their statement that every upgrade and every feature has always been in favor of Chrome and internet consumers, which is why they partnered with the coalition for better ads, in order to keep a balance on the internet environment. As for publishers, he said, it's already clear that many are pushing subscriptions more heavily to offset the need for more aggressive advertising - a trend that Google's new tool will likely encourage.

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