Key Block: Why Chrome wants to block ads for good

Tired of annoying ads that constantly pop up?  Well Google Chrome may just have the solution for you starting next year.

The sites that will face ad blocking on Google Chrome are those that are not compliant with standards set by the Coalition For Better Ads.  For a publisher to have their ads blocked, a significant portion of their ads will have to be in violation.

The Google Chrome browser will still allow ads as long as they follow the industry created guidelines and minimize certain types of ads.  Those ads are the ones that consumers typically hate, including pop up ads, huge ads that don’t go away when you scroll down on a page, and video ads that start playing automatically with the sound on.

Google says the feature, which will be available on both desktop and mobile versions of Chrome, will be turned on by default, but that users can still turn it off if they want.  But beyond that, Google says they will also block ads that they sell and manage if they don’t get rid of those annoying types of ads.

On the other side of this though, Google is also starting a program that will help publishers deal with users who have downloaded popular ad blockers.  Under this program, Google will work with websites to set up messages telling users to disable their ad blockers for the site or to pay for a version of it with no ads.  The benefit of this program for Google is they will take a 10% cut of these payments.  Some popular sites already have these types of measures in place.  For example, Forbes.com won’t let you read stories without disabling your ad blocker or by logging in with your Facebook or Google account so the site can track you.

To prepare for this new version of Chrome, Google is releasing a tool called the Ad Experience Report that will warn publishers of any ads that violate the coalition’s standards.

There is some backlash to this announcement from Google though. The European Commission is expected to fine Google for alleged anticompetitive behavior with it’s shopping service.  These blockers also threaten websites that rely on digital ads for revenue.

While everything regarding Google’s full plan for Chrome in 2018 is yet to be finalized, it seems that the intent is to make consumers internet browsing more convenient by eliminating annoying ads.

The progressive and forward thinking ad blocking from Google only serves as a staunch reminder that internet browsing shouldn’t be a detriment based on ads that are suspect at best.