Google is publishing guidelines to help site owners understand which ads are likely to be blocked. Rather, it will block ads that Google considers particularly intrusive. The new Chrome feature, slated to be rolled out next year, won’t block all ads. “It’s far too common that people encounter annoying, intrusive ads on the web,” writes Sridhar Ramaswamy in a Thursday blog post, “like the kind that blare music unexpectedly, or force you to wait 10 seconds before you can see the content on the page.” But it could also raise thorny questions about Google’s growing market power. It’s a plan that could make the web browsing experience better for tens of millions of people. Google’s adblocking efforts are focused on sites from North America and western Europe for now and will only block around 1% of all adverts, which means users are unlikely to see an instant cut in the number of ads while they browse unless they frequent particularly ad-clogged sites.Google has a plan to protect users of its market-leading Chrome web browsers from intrusive 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,” Roy-Chowdhury said. Over 11% of internet users are estimated to be using an ad blocker, according to data from PageFair. “We’ve already seen more and more people express their discontent with annoying ads by installing ad blockers, but blocking all ads can hurt sites or advertisers who aren’t doing anything disruptive,” said Roy-Chowdhury. Two important ad types have been made exempt, however: Chrome will not block pre-roll adverts on videos for platforms such as YouTube nor Facebook’s in-stream video ads with sound. Google’s parent company Alphabet generates the majority of its revenue from display ads, but Google’s own AdSense and DoubleClick have not been made exempt from the blocker. But research by rival Eyeo reckons Google’s system will only remove nine out of the 55 types of adverts on the desktop web, while Google has faced criticism over the level of influence it has exerted over the CBA.īy having the adblocker turned on by default in its Chrome browser Google is attempting to shape what is and isn’t acceptable, instead of simply blocking all advertising. “Our goal is not to filter any ads at all but to improve the experience for all web users,” said Bentzel.Īs of 12 February, 42% of sites warned by Google, ahead of the adblocker being switched on, altered their display ads including the LA Times, Forbes and the Chicago Tribune. But it also includes sites with an advert density of over 30%.Ĭhrome will notify users when it has blocked ads on a particular site. The built-in adblocker will stop showing all ads on any sites that repeatedly display any one of a list of the most disruptive ads, as decided by the Coalition for Better Ads (CBA) – a group of advertising and online media companies including Google, Facebook, Microsoft, Proctor & Gamble, Unilever and a collection of publishers including News Corp, Thomson Reuters and the Washington Post.Īmong the list of banned ad types are anything that pops up, makes noise, blocks the screen or won’t go away. It’s clear that annoying ads degrade what we all love about the web.” “These ads are designed to be disruptive and often stand in the way of people using their browsers for their intended purpose - connecting them to content and information. “A big source of frustration is annoying ads: video ads that play at full blast or giant pop-ups where you can’t seem to find the exit icon,” said Rahul Roy-Chowdhury, vice president for Chrome.
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