Google confirms details of upcoming ad-blocker in Chrome

That will block adverts which do not meet Google's standards. The note will give readers the option of either disabling their blocker or buying an ad-free pass or subscription of some kind for that site.

By blocking just the most annoying ads, Google hopes it can improve browsing experience and protect its business model.

The post also concludes with a pledge to work "closely with the entire industry - including groups like the IAB, IAB Europe, the WFA, the ANA and the 4As, advertisers, agencies and publishers - to roll out these changes in a way that makes sense for users and the broader ads ecosystem". Unfortunately sometimes the way some ads are designed can be annoying, which is where ad blockers come in where they block all ads without discrimination. The ad blocker targets pages that have intrusive ads and videos that automatically play in particular.

According to the Wall Street Journal, the Chrome adblock will filter out ads that are bothersome to users.

However, publishers must first be compliant with certain Google ad standards, which could hurt some smaller publishers who have limited leverage over the types of ads they can accept.

Google is offering a tool for publishers to determine if their sites' ads were in violation and will be blocked in Chrome.

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With an eye to stopping the spread of ad blockers, an industry group called the Coalition for Better Ads tested six types of desktop ads and 12 types of mobile ads to find out which ones are driving users insane.

The European Commissioner for Competition, Margrethe Vestager, has previously said the EU would follow Google's moves around adblocking and their impact "closely".

Google also plans to pair its ad filtering tools with other support features. Unfortunately, it's simply a fact that at the end of the day, the user experience is what Google will prioritize as Google's Senior Vice-President of ads, Sridhar Ramaswamy wrote on a blog post. As long as the standards set for what qualifies as acceptable ad remain within checks, we might have a better looking Web after all.

Installing ad blockers affects a site owner's major revenue stream - advertisements - and to counter this Google is taking out the annoying ads out.

The EU earlier this year announced a proposal to allow publishers to use ad-blocker detecting technology without requesting the visitor's consent.

The programme is now available to publishers in North America, UK, Germany, Australia and New Zealand and will be rolled out to other countries by this year's end. According to the research firm eMarketer some 27.5 per cent of United States internet users will use ad blockers this year.

  • Darren Santiago