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Chrome will block ‘intrusive’ ads starting February 15 2018

As you may already know, Google is going to include a built-in ad-blocker feature in their popular web browser software, Google Chrome. This is an unprecedented step because Google's revenue depends on advertising however they realize that too many intrusive ads ruin the web user experience so much that people start blocking all ads which is even worse for ad revenue companies. Unlike popular ad-blocking solutions such as uBlock and AdBlock which block all ads, the upcoming functionality in Chrome won't eliminate all the ads. It is intended to change the ad industry to make ads inconspicuous and less intrusive. This can make ads useful without being annoying and users may not block them. The company will take the first steps on February 15, 2018.

Google Chrome is the most popular web browser which exists for all major platforms like Windows, Android and Linux. It comes with a powerful rendering engine which supports all modern web standards. At the moment of this writing, the most recent version of the browser is Chrome 63 (see its change log).

Chrome Chrome will start hiding ads based on "Better Ads Standards" Coalition. Google had joined this organization in June 2017.

So, what are intrusive ads according to Google's definition? These include pages that require the user to wait for a few seconds before the content appears, annoying auto-playing videos and background sounds, large banners which cover the main content and which remain visible when you scroll the page, as well as various pop-ups, pop-unders and JavaScript trickery used to trigger more ads.

All these ads are really annoying, so the browser will block them.

The web sites registered in the Google Webmasters service will be warned in advance. In addition to intrusive ads being blocked, sites that do not resolve these issues within 30 days will be prevented from displaying ads through Google's AdSense network. This is a powerful step to prevent ad abuse. Arguably, this step should motivate web site owners to get rid of annoying ads and help maintain the quality of overall Internet content.

Personally, I think this is an outstanding and long-overdue move by Google. Ads when they originally appeared on the web were supposed to be non-intrusive. The ads shown on and Gmail for example are not as intrusive as some of ads that you get in certain forums, blogs and media websites. Intrusive or deceptive ads also sometimes carry malware and have infected devices using JavaScript. This is a very welcome change, one that can make end users appreciate the usefulness of context-relevant ads so they stop outright blocking of ads and help support companies and organizations whose revenue depends entirely on ads.

What do you think of this move by Google?

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2 thoughts on “Chrome will block ‘intrusive’ ads starting February 15 2018

  1. Dolmatov

    Решение хорошее, но пока неизвестно сколько будет требовать ресурсов.


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