Published: Thu, February 15, 2018
Research | By Raquel Erickson

Google To Block 'Annoying' Online Ads That Fail To Make The Grade

Google To Block 'Annoying' Online Ads That Fail To Make The Grade

200 million people around the world now use ad blockers, and Google earned over$72 billion from advertising in 2017 and with Chrome accounting for 47.5 percent of the USA browser market the company is obviously keen to protect its revenues.

The Silicon Valley giant has found that tens of thousands of dollars were spent on ads by Russian agents who aimed to spread disinformation across Google's many products, which include YouTube, as well as advertising associated with Google search, Gmail, and the company's DoubleClick ad network, the people said, speaking on condition of anonymity to discuss matters that have not been made public.

Sites will reportedly be assessed on the Better Ads Standards.

The decision on which types of ads to block is based on the Better Ad Standards developed by The Coalition for Better Ads.


Chrome is the most-used Web browser around the world. According to Net Market Share, in January, Chrome had a 59% market share of all laptops, desktop computers and mobile devices. Mike Masnick tweeted: "Google will block auto-play ads with sound". If there is a match, Chrome will block the request, preventing the ad from displaying on the page. If they haven't fixed the problem within 30 days, all of their ads-including ads that are compliant-will be blocked by the browser. Chrome hopes this will lead to fewer users feeling the need to install ad-blockers that block every ad on every site regardless of if the publisher follows the standards or not. "To us, your experience on the web is a higher priority than the money that these annoying ads may generate-even for us", Chrome Vice President Rahul Roy-Chowdhury wrote in a blog post.

"The Web is an ecosystem composed of consumers, content producers, hosting providers, advertisers, Web designers, and many others".

"We want the web to be a place where businesses can thrive and make revenue, but also a place where users can have a good experience", said Ryan Schoen, Google's product manager for web platform work at Chrome.

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