Google Announces New Ad-Blocking Features On Chrome

Beginning from Thursday, Google’s Chrome browser will block some of the annoying ads you keep seeing online, but not all of them.

Google is quite adamant that your internet experience is more important than money. But money is also important, clearly.

Google is in partnering with the Coalition for Better Ads to enforce Better Ads Standards in its browser. The company will stop showing disruptive ads on sites that keep showing them after they’ve been flagged. Ad experiences such as videos that play automatically at “full blast,” giant pop-ups “where you cannot seem to find the exit icon,” are going to be removed.

Chrome VP, Rahul Roy-Chowdhury said in a blog post: “It’s important to note that some sites affected by this change may also contain Google ads. To us, your experience on the web is a higher priority than the money that these annoying ads may generate—even for us.

“We’ve already seen more and more people express their discontent with annoying ads by installing ad blockers, but blocking all ads can hurt sites or advertisers who aren’t doing anything disruptive. By focusing on filtering out disruptive ad experiences, we can help keep the entire ecosystem of the web healthy, and give people a significantly better user experience than they have today.”

That is to say, you may not notice Google’s war on evil ads come Thursday, since it’ll take a while for disruptive ads to be targeted correctly.


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