Google to introduce built-in ad blocker in Chrome browser in Feb

Technology News

Search engine giant Google will introduce a built-in ad blocker in the Chrome browser to block "annoying" advertisements from February 15.

"This date does not appear to be tied to a specific Chrome version. Chrome 64 is currently scheduled to arrive on January 23 and Chrome 65 is slated to launch on March 6, suggesting Google will be turning on its browser's ad blocker remotely and possibly gradually for select users," Venture Beat reported late on Tuesday.

Earlier this year, the search engine giant joined the "Coalition for Better Ads" -- a group that offers specific standards for how the industry should improve ads for consumers.

The coalition announced the "Better Ads Experience Programme" which provides guidelines for companies using the "Better Ads Standards" to improve the experience of users with online ads.

This will essentially stop the ads that are deemed annoying or intrusive.

However, all ads from sites where even one advertisement displayed do not meet those standards, even if the rest are technically in compliance, will be blocked.

Google is planning to start blocking annoying redirect advertisements in Chrome, and the plan will reportedly roll out in three parts in 2018.

"Following on from features like Chrome's pop-up blocker and autoplay protections, over the next few releases we'll be rolling out three new protections designed to give users all the web has to offer, but without many of these types of unwanted behaviours," Google Chrome Developer Relations team wrote in blog post late on Wednesday.

From January 2008, Chrome's pop-up blocker will prevent sites with these types of abusive experiences from opening new windows or tabs which is similar to how Google "Safe Browsing" protects users from malicious content.

"We've found that this redirect often comes from third-party content embedded in the page, and the page author didn't intend the redirect to happen at all," the blog post stated.

One feedback Google gets to hear from most users is that a page unexpectedly navigates to a new page, for no reason.

"To address this, in Chrome 64 all redirects originating from third-party iframes will show an infobar instead of redirecting, unless the user had been interacting with that frame. This will keep the user on the page they are reading, and prevent those surprising redirects," the GCDR team, noted.

Many users have reported about two types of 'abusive experiences' where a deceptive site control appears to do one thing, but has a different behaviour when clicked.

(Only the headline and picture of this report may have been reworked by the Business Standard staff; the rest of the content is auto-generated from a syndicated feed.)

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