tiptrot.com September 21, 2017

Google confirms arrival of Chrome browser ad blocker in 2018

09 June 2017, 04:18 | Cedric Leonard

Justin Sullivan Getty

Justin Sullivan  Getty

Stop the worst offenders and people won't block ads. This unfavorable user experience could lead users to adopt the ad blocking route to get some relief in their browsing experience.

The company is also starting a programme that would help publishers deal with users who have downloaded popular ad blockers.

The main reasons for why users employ ad blockers when surfing the web is to avoid those annoying pop-up windows that some sites still employ.

Ads that the Coalition for Better Ads considers problematic include pop-ups, full-screen ads and auto-playing videos.

But the big news is the update to Google Chrome that's coming in early 2018.

Courageous and plugins like Ghostery block ad trackers that can invade privacy.

If a publisher's site is deemed to not be meeting the standards, Google will send a warning at least 30 days before ad blocking begins.

Google is providing a tool that publishers can run to find out if their sites' ads are in violation and will be blocked in Chrome.

According to Google, Chrome will begin blocking all the advertisements on websites that fail to adhere to Better Ads Standards...including its own ads. However, Spencer said it's not the case, as he believes that what's good for the broader digital media industry is good for Google. Google will design Chrome's ad blocker to filter out ads that don't meet those guidelines, the company announced on Thursday.

Notably, Google has clarified that it will also be filtering out those ads served or owned by the search giant itself if they are found to be beneath the Better Ads Standard.

"Online ads should be better", say Sridhar Ramaswamy, Google's Senior VP of Ads and Commerce. Using an option called Funding Choices, currently in beta, publishers can show people using blockers a custom message asking them to either whitelist their site (which now has only non-irritating ads) or pay a small charge with their Google Play account to view it ad-free.

Funding Choices is already available in North America, the UK, Germany, Australia and New Zealand, Ramaswamy said, with a roll out in more countries planned for later this year.

The company is also offering publishers affected by ad blockers another way to monetize their content.

The new setting is expected to be turned on by default on both the desktop and mobile version of Chrome, and will keep ads from showing up on sites that have been determined to provide a particularly bad advertising experience for users.

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