Chrome with built-in ad-blocker may target the most obnoxious ads

Chrome with built-in ad-blocker may target the most obnoxious ads”

However, Google is still deciding whether its blocker will disable just the offending ads on a website or all advertising on sites with unacceptable ads.

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.

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

Google is rumored to be giving Chrome an ad-blocker in a future update according to a new report. Presumably this would stop websites from using a mix of "acceptable" and "unacceptable" ads with the hope that the "unacceptable" ads are seen by non-Chrome users, since they risk losing out on all revenue from all Chrome users. The details aren't finalized yet, according to the sources, who say there's still a chance Google will choose not to release the feature. This includes pop-ups and auto-playing video ads, in addition to other ad types.

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The ad blocker would be part of the Google Chrome Browser, which is the most popular browser in the United States according to a January report from the federal government's Digital Analytics Program. Already browsers like Opera come with an ad blocker pre-installed. Running its own ad-blocking program might shut out, or at least reduce, the fees the company pays to third parties like Adblock Plus. As an advertiser itself, Google exercising stronger controls over ads will definitely draw criticism from industry peers, and possibly also from antitrust watchdog organizations.

What isn't clear is whether Google's tipped ad-blocker will block only the offending advertisements or if it will block all the ads on a website that is found to have sub-standard advertisements.

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

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