Google Chrome launches default ad-blocker

Latest news

    Google chief executive Sundar Pichai on stageImage copyright AFP
    Image caption Chrome is available for desktop computers and a wide range of mobile devices

    Google has launched an ad-blocker for its Chrome web browser that is designed to prevent “annoying” and “intrusive” ads being shown to users.

    Google announced the move to curtail full-page and auto-playing video ads, among others, last year.

    The choice of which ads to block will be determined by the Coalition for Better Ads (CBA) – made up of companies including Google and Facebook.

    Sites will have 30 days to remove disruptive ads before blocking begins.

    A survey of 40,000 US and European web users found that the most intrusive ads were full-page ads that hide the content of a web page and flashing animated ads, according to a blog by Chris Bentzel at Google.

    “Chrome will automatically block ads on sites that fail the Better Ads Standards,” wrote Bentzel.

    “When at least one network request has been blocked, Chrome will show the user a message indicating that ad blocking has occurred as well as an option to disable this setting…..”

    The ad industry was generally accepting of the move, said Emily Tan, an editor at Campaign magazine.

    “At first, people were worried that it would be implementing ad-blocking across the board,” she told the BBC.

    “Now everyone has a clearer picture of what it does.”

    Block party

    Sites that have already altered the ads they show after being warned by Google include the LA Times and the Chicago Tribune.

    However, users who simply want to block as many ads as possible may seek other solutions.

    Rival firm Adblock Plus has analysed how effective a CBA ad-detection tool can be, in terms of its ability to block ads described in a CBA white paper published last year.

    The analysis found that the CBA blocker failed to prevent ads that re-positioned article text on a web page while users were reading it, for example to make way for auto-playing video ads.

    “In total, the new CBA-endorsed ad skimmer will only block 16.4 percent of the ad types listed in its white paper ” said a spokeswoman for Adblock Plus.

    She added that Adblock Plus blocks 92.7% of ads by comparison.

    View the original article: http://www.bbc.co.uk/news/technology-43072266

    The Chrome browser is in use on approximately 60% of computers and mobile devices, according to statistics from Stat Counter, W3Counter and Net Applications.

    In the same category are

    Love Island cliche ‘puts off female firefighters’, says brigade chief Image copyright Getty Images Image caption Dany Cotton (left) with Theresa May on her visit to Grenfell Tower The head of the London Fire Brigade ...
    Venezuela crisis: More migrants cross into Brazil despite attacks Image copyright AFP Image caption Many Venezuelans entering Brazil say they have no choice but to leave their country The number of Venezuelans en...
    Eltham hammer attack: Man charged with attempted murder Image copyright PA Image caption Joe Xuereb will appear at Bromley Magistrates' Court on Tuesday A man has been charged with two counts of attempt...
    Malcolm Turnbull: Australian PM survives leadership challenge Image copyright EPA Image caption Malcolm Turnbull initiated a party vote on his leadership Australian Prime Minister Malcolm Turnbull has survive...
    Great British Bake Off contestants revealed for 2018 Image copyright Channel 4 Image caption This year's Bake Off Contestants A techno DJ, research scientist and banker are just three of the contesta...
    Jeremy Hunt wants ‘malign’ Russia to face tougher sanctions Image copyright PA Image caption The new foreign secretary will say the US and Europe must speak with "one voice" on Russia Europe should impose f...

    Leave a comment

    Your email address will not be published. Required fields are marked *

    This site uses Akismet to reduce spam. Learn how your comment data is processed.