Google Chrome's ad-blocker out to rid the web of disruptive ads

Google Chrome's ad-blocker out to rid the web of disruptive ads

Starting tomorrow, Google Chrome will be equipped with a built-in ad blocker that's meant to prevent numerous most "intrusive" ads that users find annoying, the firm said in a blog post.

Google will now block annoying ads on its Chrome browser.

While the exact number remains unknown, many websites generate revenue by displaying ads.

It's estimated that publishers lost $41.4 billion to ad blockers in 2016, a major jump from $11.7 billion lost in 2014, so it's clear why Google wants to act. Others pay a flat amount, regardless of clicks or impressions.

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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 previous year. Additionally, 48 percent of respondents strongly agree that online ads are more intrusive today than two to three years ago.

The move comes more than eight months after the company announced plans to automatically block ads that don't ascribe to the Better Ads Standards, a collection of best practices to make ads less annoying.

But Campaign cited a January analysis by Adblock Plus which suggested that Google Chrome would block just 16% of the formats identified as bad ads by the CBA, compared to the 93% that Adblock Plus would block using its own Acceptable Ads standard.

Are you exhausted of those pop-up ads or video ads that seem to come out of nowhere?

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Google will determine which websites are guilty of serving up intrusive ads by sampling certain pages on a specific site and giving them a score of 'passing, warning or failing'.

The important thing to highlight from this update is that this will not block all ads entirely.

Some critics argue that Google's new ad-blocking technology will serve as just another way to cement its dominance in the digital ad duopoly that exists between it and Facebook.

Following its test report in analysing ads across 100,000 websites in North America and Europe in June previous year, the updated Chrome browser will evaluate websites based on a particular page and whether that page is serving any of the offending ad categories. Current estimates are that more than 50 percent of all browsing sessions are done using Chrome, which means the folks using obnoxious ads will start losing a huge portion of their audience.

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