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Google planning to introduce built-in ad-blocker in Chrome

World News Publishing Focus

World News Publishing Focus
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Google planning to introduce built-in ad-blocker in Chrome

According to Wall Street Journal, Google is considering including an ad-blocking feature in the mobile and desktop versions of its Chrome web browser. The feature could be switched on by default, however specific details are still to be finalised and the company could eventually decide to not go ahead with the plan. 

The blocking of ads would be based on the standards created by the industry group the Coalition for Better Ads, which deem formats such as pop-ups and autoplay videos as unacceptable. (Among the group’s members is News Media Alliance, WAN-IFRA’s US association member.) 

Given that Google itself is a major player in the online advertising space, the move would certainly be seen as controversial. The Financial Times points out that it might result in Google being targeted by antitrust regulators: Chrome has a nearly 60 percent share of the internet browser market, while about 50 percent of all digital advertising is placed by Google, either on its own sites or through its advertising network.

Google declined to comment the plan to Ars Technica, sending instead a broader statement about the company collaborating with the Coalition for Better Ads and looking into ways of supporting Better Ads Standards.

Author

Teemu Henriksson's picture

Teemu Henriksson

Date

2017-04-20 12:41

Author information

The news publishing industry is experiencing transformation at an ever-growing pace, with new policy issues arising as the landscape changes.

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