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

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

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

It's still ironing out details, including whether the feature would be enabled by default (if it does indeed come to pass), sources told the WSJ. Ad formats for the mobile Web, for example, fall "beneath the initial Better Ads Standard: pop-up ads, prestitial ads, ads with density greater than 30%, flashing animated ads, auto-play video ads with sound, poststitial ads with countdown, full-screen scrollover ads, and large sticky ads". In other words, site owners may be required to ensure all of their ads meet the standards, or could see all advertising across their sites blocked in Chrome.

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.

Bundling an ad-blocker into Chrome would be a big move by Google.

Uptake of online ad blocking tools has grown rapidly in recent years, with 26% of U.S. users now employing the software on their desktop devices, according to some estimates. The WSJ reports that Google doesn't love the deals it often has to make with third-party blockers like Adblock Plus, which require payment of fees in some cases to whitelist ads by companies like Google who are willing to pay for the privilege of working around their filters. By offering a way to block only troublesome ads, Google may encourage more consumers to let some ads through, helping reverse the trend of total ad-blockage and the revenue issues that result.

The Interactive Advertising Bureau, an industry trade group of which Google is a member, has likened the cottage industry of ad-blocking companies to "highway robbery", "terrorists", and "inner city crack dealers" on various occasions.

Lots of folks run ad-blocking add-ons in their browsers, but soon Google may be adding an ad-blocker of its own to Chrome.

In the U.S. Chrome has almost 47.5% of the browser market across all platforms, according to online analytics provider StatCounter.