Google has launched an ad-blocker for its Chrome web browser that is designed by information security experts to prevent “annoying” and “intrusive” ads being shown to users. Sites will have 30 days to remove disruptive ads before blocking begins.
The choice of which ads to block will be determined by the Coalition for Better Ads (CBA) that include companies like Google and Facebook.
A survey of 40,000 web users found that the most intrusive ads were full-page ads that hide the content of a web page and flashing animated ads, according to a blog by Chris Bentzel at Google. “Chrome will automatically block ads on sites that fail the Better Ads Standards”.
“When at least one network request has been blocked, Chrome will show the user a message indicating that ad blocking has occurred as well as an option to disable this setting…..”
Originally the ad industry was generally rejecting of the move. “At first, people were worried that it would be implementing ad-blocking across the board,” told an expert in the matter. “Now everyone has a clearer picture of what it does.”
Various important sites have already altered the ads they show after being warned by Google includes the LA Times and the Chicago Tribune.
However, users who simply want to block as many ads as possible may seek other solutions.
An analysis made by cyber security experts found that the CBA blocker failed to prevent ads that re-positioned article text on a web page while users were reading it. “In total, the new CBA-endorsed ad skimmer will only block 16.4 percent of the ad types listed in its white paper” said a cyber security professional.