Good news for all netizens, Google has flexed its muscles with new ad-blocking rules, where smaller players are very much concerned about its power. Confused? Not to be, Google Chrome browser will now block all advertising on websites that serve particularly annoying ads, like autoplay videos with sound or full-page pop-ups. Here is everything you need to know about it.
Starting with the rollout of new filtering policies for its Chrome browser, Google, from now onwards will block all advertising on websites, and the idea behind this move is very straightforward. If users don’t have the deal with intrusive ad experiences, they may be less likely to download third-party ad blockers.
Ad blockers are available as add-ons or extensions on web browsers which literally crush revenue opportunities for websites that rely on Adsense (Google) to make money while also affecting the bottom line of ad providers, which relatively pays a fee to whitelist its ads in popular services like Adblock Plus.
With the launch of a long-anticipated feature in Chrome that automatically blocks one of the Internet’s biggest annoyances – intrusive ads, Google has intimated about this to developers this week. This new ad blocker in Chrome has changed the web before it even switched on earlier.
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You might see fewer ads on the web from now on. But you probably won’t. The most popular browser by a wide range, Google Chrome began rolling out a feature that will block ads on sites that engage in a particularly annoying behavior, such as automatically playing sound, or displaying ads that can’t be dismissed until a certain amount of time has passed.
Google Chrome is one of the best web browsers available to download, which is used by almost 56% of users worldwide. Now, Google is essentially blacklisting sites that violate specific guidelines and then trying to filter all ads that appear on those sites, not just the particularly annoying ones.
While Chrome’s new policy is widely landed, Google’s dominance of the online ads business – in conjunction with the hype of its Chrome browser are its influence on the group that selected which ads count as “intrusive” – raises some thorny questions.
Despite the fact, the number of sites Chrome will actually block ads on turns out to be quite small. Of those 100,000 most popular sites in North America and Europe, fewer than one percent violate the guidelines Google uses to decide whether to filter ads on a site.
Even if Chrome never blocks ads on a page you visit, Google’s move has already affected the web. The company notified sites in advance that they would be subject to the filtering, and 42% made pre-emptive changes.
In other words, it may be strange that Google, which still makes most of its revenue from advertising, blocks ads at all, especially since the company says it will even block those served by its own ad networks. Chrome has determined the 12 ad types which will trigger its blocking system based on standards set by the Coalition for Better Ads, an industry group where Google is a board member.
For example, YouTube’s pre-roll video ads weren’t included in research on intrusive ad types, but it helps publishers protect against ad blocking, calls a “remarkable omission.”
On computers, the ads include those involving:
- auto-playing videos with audio
- “prestitials” that cover the screen that include a countdown timer
- large images that stick to the bottom of a page, regardless of efforts to scroll
For mobile devices, intrusive ads include those with:
- “prestitials” that appear on a page before content has loaded and block the content
- densities of more than 30 percent of a page’s height
- animated images that rapidly flash or change background, text, or colors
- video with auto-playing audio
- “poststitials” with countdown timers appear after the user follows a link
- full-screen images that appear on top of content and force user to scroll through
- large images that stick to the side of a page, regardless of efforts to scroll
However, the new Chrome ad-filtering feature doesn’t directly address privacy or page speed. Instead, it focuses only on blocking ads that violate guidelines published by the Coalition for Better Advertising. The guidelines identify four specific types of desktop ads and eight types of mobile ads that users find unacceptable, including ads that take up too much screen space, play audio automatically, or obscure the content users are typing to view.
On desktop versions of Chrome, this will look a bit like pop-up blocking notifications, while on mobile it will look more like, well, a pop-up ad. Chrome also joins Apple’s Safari in offering limited ad-blocking features without the need to install third-party apps or plugins.
Major web browsers have long blocked ads that open new browser windows. The end of those “pop-up” and “pop-under” ads was a blessing. Getting rid of talking ads and countdowns would be great. Truly cleaning up the advertising ecosystem will take time.
Let’s see where to where it goes. To learn more, here it is for you all.