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Report: Google will introduce a built-in ad blocker to all versions of Chrome

By midian182 ยท 9 replies
Apr 20, 2017
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  1. Google, a company that generated over $60 billion from online advertising last year, is reportedly planning to introduce an ad blocker directly into Chrome, the world’s most popular web browser.

    According to The Wall Street Journal, the feature could be switched on by default and become part of the desktop and mobile Chrome experience. But it won’t filter out every single online ad; it’ll only block those deemed unacceptable by industry group the Coalition for Better ads, whose members include the likes of Google and Facebook.

    According to group’s recently released list of ad standards, ad types such as pop-ups, videos that auto-play with sound, and prestitial ads that show countdown timers are all “beneath a threshold of consumer acceptability.”

    As a way of encouraging publications to avoid displaying these ad formats, the Chrome feature may block all advertisements appearing on sites that use them, rather than just blocking the offending ads themselves. It has been noted, however, that nothing is set in stone.

    The number of people using third-party extensions such as Adblock Plus is increasing all the time. It’s a practice Google hopes to stop by introducing its own built-in version of the feature, especially as some of the ad blocking companies charge fees in exchange for whitelisting advertisements from certain organizations. Google itself is part of Adblock Plus developer Eyeo GmbH’s “Acceptable Ads” program.

    In a statement to Ars Technica, a Google spokesperson said: "We do not comment on rumor or speculation. We’ve been working closely with the Coalition for Better Ads and industry trades to explore a multitude of ways Google and other members of the Coalition could support the Better Ads Standards."

    Permalink to story.

  2. Squid Surprise

    Squid Surprise TS Evangelist Posts: 2,446   +1,440

    So now Google not only wants to sell advertising space, but also charge advertisers the right to advertise on their browser as well :)

    Smart move on their part... Will be interesting what effect, if any, this has on current free adblockers like uBlock...
    Skidmarksdeluxe and CrazyDave like this.
  3. CrazyDave

    CrazyDave TS Enthusiast Posts: 40   +32

    Sure, I absolutely trust one of the worlds biggest advertising companies to responsibly and impartially block ads using their own platform.
  4. Uncle Al

    Uncle Al TS Evangelist Posts: 5,149   +3,573

    I lost my trust in Google many years ago. If there is a way to turn this to their advantage, raise the revenue's, and collect more information; you can bet your bottom dollar they will do it. I would not be at all surprised if they have engineered their own blocker that will block the function of everyone else's .....
    psycros, Rockstarrrr and CrazyDave like this.
  5. gobbybobby

    gobbybobby TS Guru Posts: 555   +9

    This seems a massive breach of competitions rules if google allow theres own adds through and blocks all other's
    Rockstarrrr likes this.
  6. Skidmarksdeluxe

    Skidmarksdeluxe TS Evangelist Posts: 8,647   +3,286

    Not the slightest impact. You can't expect Google to block ad's that subscribe to their AdSense platform (which is just about every ad you see in your browser). It kinda defeats their bread and butter business model.
    Even if it becomes a reality and it is enabled by default, I suspect you'll be very hard pressed to notice anything different if you weren't using one at all.
    CrazyDave and Kibaruk like this.
  7. Kibaruk

    Kibaruk TechSpot Paladin Posts: 3,758   +1,149

    I differ to the idea, as long as you don't have popup and new windows spam "close here" type of adds, and no auto play ones, or the typical full size add, it's good on my book.

    After all, just like Techspot, a lot of good websites live based on advertising.
    Reehahs likes this.
  8. DavidWORTH

    DavidWORTH TS Rookie

    This is just a big joke. Google are just abusing their power. They say they want to block intrusive ads such as ".....prestitial ads that show countdown timers..." Can you tell me please how are these ads different than the prestitial ads that show countdown timers on Youtube which is owned by Google???
    psycros likes this.
  9. psycros

    psycros TS Evangelist Posts: 2,624   +2,362

    Simple fix: just use a better browser like Firefox.
    RevD14 likes this.
  10. RevD14

    RevD14 TS Booster Posts: 92   +96

    It already looks a lot like chrome so it's an easy transition!

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