Markets

Google Chrome starts blocking annoying ads from websites

Google Chrome starts blocking annoying ads from websites

"Chrome will automatically block ads on sites that fail the Better Ads Standards", he wrote.

In a new update to the browser will now silently block ads that Google feels are detrimental to the user experience.

"The most intrusive ad experiences include prestitial ads (those full-page ads that block you from seeing the content on the page) and flashing animated ads", blogged Chris Bentzel, Chrome's engineering manager, citing a survey of 40,000 USA and European web users.

Stephan Loerke, CEO of the World Federation of Advertisers which was a co-founder of the Coalition for Better Ads, welcomed Google's move as he noted how consumers have become increasingly distrustful of the way digital advertising operates.

The move stems from the Coalition for Better Ads (CBA), whose members include major marketers, Google, Facebook and major news publishers.

It's Google's job to find and block the most annoying ads on web and smartphone browsers, which do not conform to the ads policy and are being used to pop out on the user's screen.




Exhausted of annoying online ads?

The Verge says: "Google is being more aggressive about its mobile ad blocking, filtering out pop-up ads, ads that are displayed before content loads (with or without a countdown), auto-play video ads with sound, large sticky ads, flashing animated ads, fullscreen scroll over ads, and ads that are particularly dense". And, not surprisingly, as The Associated Press notes, "many of Google's own most lucrative ads will sail through its new filters". "We're hoping this will bring balance back in the web ecosystem".

The ad blocker will cut about 42 percent of ads in websites, but doesn't go all the way with full-on ad blocker and will not always be able to stop ad trackers.

Google, however, has said all of its efforts are aimed at establishing better standards for ads. If they haven't fixed the problem within 30 days, all of their ads-including ads that are compliant-will be blocked by the browser. To this, Chowdhury assures that user experience on the web is high-priority for the company than the money these ads may generate even for Google.

Google said it will rate websites as passing, warning, or failing, and alert websites to violations.


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