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News Worms


Google, an ad company, will soon block 'bad ads' in Chrome

Google, an ad company, will soon block 'bad ads' in Chrome

According to the WSJ, Google is considering whether its ad blocker would block just the one offending ad or the entire page ad entirely.

The ad-blocking feature, which could be switched on by default within Chrome, would filter out certain online ad types deemed to provide bad experiences for users as they move around the web. And it could also expose Google to criticism, since the company is a major player in the display ad market and it could theoretically "white list" its own ads in the Chrome browser, while excluding ads of competitors.

Google reportedly plans to base its filter on the standards for non-intrusive advertising set by the Coalition for Better Advertising.

The move, according to the source of today's report, is a defensive one on Google's part. There are lots of them out there, but building a blocker into Chrome could help give Google some control over the ad-blocking experience since some folks may opt for the blocker built into Chrome rather than using a third-party service.

While ad-blockers may be the most popular extensions for Chrome on the desktop or your Chromebook, the Android app has been left out of the picture. Adsense ads would presumably remain, thus continuing the revenue stream for Google. This includes pop-ups and auto-playing video ads, in addition to other ad types. As a result, advertising on Google's search engine and some of the other ads it powers are allowed to pass through Adblock Plus's filters.

Almost 25% of United States internet users had an ad blocker in 2016, according to research firm eMarketer.

Blocking ads, then, would seem counterintuitive for Google. A built-in blocker on Chrome could keep ads on websites that adhere to the Google-influenced standard of a better ad while blocking what falls "below the standard of consumer acceptability".

Google did not respond to questions about the WSJ report's legitimacy in time for this article's publication.

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