Google moves to block 'annoying' ads in browser

Google is employed to block annoying advertisements in its own Chrome browser, part of a broader effort by business players to filter out certain kinds of advertising messages which draw complaints. We think online advertisements should be greater. That's the reason why we joined the Coalition for Better Ads, an industry group dedicated to improving online advertising, said Sridhar Ramaswamy, Google's senior vice-president for advertising.

In dialogue with the Coalition along with other business groups, we intend to have Chrome stop displaying ads (like those owned or operated by Google) on websites which aren't compliant with the Better Ads Standards starting in ancient 2018. Google's movement, in the works for a while, could end up decreasing some advertisements served and impact its own earnings, but it aims to improve the overall web experience and dissuade third party ad-blockers that may have a more dramatic effects.

Ramaswamy noted that annoying advertisements prompt some people to utilize ad-blockers that prevent all advertisements content, damaging sales for content creators. The huge majority of internet content founders fund their work with advertisements, Ramaswamy said. That means that they want the advertisements that run on their websites to be compelling, engaging and useful - types that people really wish to view and socialize with.

However he noted that it is far too common that individuals encounter annoying, intrusive ads online - such as the type that blare music suddenly, or make you wait 10 minutes until you are able to see the content onto the webpage. Google is a founding member of the Coalition, which was formed annually and aims to maintain the internet marketing ecosystem whilst eliminating ads that many find irritating.

The group introduced guidelines earlier this year for advertisements on both the mobile and desktop. But some analysts say it's going to not be easy for both Google and other people to set criteria that please all parties. It is wise for Google to be a part of this push for limited advertising blockers even if that might appear counterintuitive, since if it can focus that activity on hurtful advertisements rather than all advertisements indiscriminately, it has a much greater shot at protecting its own enormous ad revenue than when the others take more than the usual blanket strategy, said Jan Dawson of Jackdaw Research.

We can be certain that none of Google's own sites or advertising formats will be affected by this filter, but we could also guess that there'll be something of an outcry from publishers feeling that Google is favouring itself while disadvantaging others. It's going to be fascinating to see this play out over the next few weeks. According to the research firm eMarketer a few 27.5 percent of US Internet users will use ad blockers this year.