Google may build native ad-blocking into mobile & desktop versions of Chrome

Despite the company's own dependence on ads, Google is reportedly planning to build a native ad-blocker into the mobile and desktop versions of its Chrome browser — presumably including Apple's iOS and macOS.

The feature could be switched on by default, but would only filter content that contravenes standards set by the industry Coalition for Better Ads, the Wall Street Journal said. These include the likes of pop-ups, auto-playing video ads with sound, and even so-called "prestitials" that prevent people from skipping through until a countdown ends.

Google is considering blocking all ads on websites with offending ones, the Journal's sources said. That would force sites to be more careful about what they allow for fear of cutting out significant revenue.

An announcement could be made within a matter of weeks, but Google is allegedly still cementing details and in a position to scrap the idea.

The feature is said to be an attempt to stall growth of third-party ad-blocking extensions, some of which block any and all ads, hurting Google's business and that of other companies as well. With a proliferation of adware and user-hostile ads, though, ad blockers have become necessary for some people to browse the Web in peace.

Google already pays Eyeo, the creator of Adblock Plus, to be part of an "Acceptable Ads" program.

Earlier this week it was revealed that Google is planning to fix a Punycode-based phishing vulnerability in Chrome. The problem is already solved in Apple's Safari browser, as well as Microsoft's Edge and Internet Explorer.

26 Comments

jungmark 6927 comments · 13 Years

About 7 years ago

I'm sure Googs will have exceptions for its ad network, implicitly or explicitly.

gatorguy 24601 comments · 13 Years

jungmark said:

I'm sure Googs will have exceptions for its ad network, implicitly or explicitly.

Probably a safe bet. As I've understood it from reading other sources the intent is blocking particularly irritating ads like pop-ups and interstitials or dozens on a single page. The mundane stuff like a couple of side-board ads isn't seen as particularly problematic. Completely dumping ads as a support mechanism for internet sites (like AI) would create more issues than folks are willing to deal with and simply not realistic.

ericthehalfbee 4489 comments · 13 Years

An advertising company blocking ads? Suuuuuurrrre.

Blocking irritating ads. You mean like ads from COMPETING advertising networks, but not from Google?

ericthehalfbee said:

An advertising company blocking ads? Suuuuuurrrre.

Blocking irritating ads. You mean like ads from COMPETING advertising networks, but not from Google?

FWIW Google doesn't place pop-up ads, interstitials or other highly irritating ads. Yes there's a difference between a near-impossible to dismiss full-page pop-up and a sidebar ad for some shoe I'm looking into purchasing, and I'm certain you agree. So while they're doing so for their own benefit, those benefits flow to you and me too. Allowing intrusive ads to take over some websites pushes some visitors to block all ads which will come with a new set of problems. So Google is doing some part in "protecting the realm" , allowing web users to have a more positive experience and helping ensure ad-blocking doesn't become the norm.

Yup, a selfish motive that benefits you. Not the only company that does that eh?

franklinjackcon 612 comments · 10 Years

Sounds like it could be considered anti competitive. Blocking annoying ads, as judged by a coalition formed by Google. Probably it'll result in a better experience for everyone but I'll continue using adblock to keep some competition in the game. I'm sure google will consider youtube video ads not-annoying, while Ad Block blocks them