Google Switches On Its Chrome Ad-Blocking Filter

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And, if Google wants to avoid adding to its various antitrust woes, it would certainly be best for the company if this ad-blocking measure doesn't turn out to unfairly benefit it. On mobile, these include countdown ads, flashing or animated ads, and sticky ads, while larger variants on desktop will be checked. Depending on how many instances occur, they achieve a status of Passing, Warning, or Failing. They are reportedly anxious that the responses gathered and other research conducted will apply neither to typical Google ads, nor to specific ones that run on its popular subsidiary YouTube. However, sites that fail to meet standards set by the Coalition for Better Ads, which has among others Google and Facebook as members, will be filtered out.

If so, network requests on the page - such as those for JavaScript or images - are checked against a list of known ad-related URL patterns. If there is a match, the browser will block the request, thus preventing the ad from displaying on the webpage.

How it will work is, if a site receives several violations and ignores Google's notification of these violations, then Chrome can take action by blocking ads on the site, after 30 days.

The new feature isn't just for the desktop version of Chrome; it's also arriving on the mobile browser.

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Of course, ad-blockers have been around for quite some time.

While websites reap the benefits of increased revenue from online ads, visitors suffer from a cluttered, poor user experience. If publishers don't, they might lose their ad space. This could possibly mean a change of attitude or strategy from publishers to offer better ads with value to both the users and the websites.

Partly though this is a fight back against the increasing use of ad blockers that block Google's own ads and is aimed at the most annoying ad types like pop ups and autoplay videos. "That's the tragedy of ad-blocking", Ryan, who is an executive at PageFair, "the global authority on adblocking", told The Daily Caller News Foundation in an interview.

In a new update to the browser will now silently block ads that Google feels are detrimental to the user experience. "But the ad-blocking companies have a different standard". Let us know your thoughts in the comments section below.