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Google’s Chrome Exploring Strengthen Of Ad-blocking In Browser

August 9, 2017 by   | Category: Around The Net

Google has included a built-in ad blocker to earlier version of Chrome, signaling that it will assume responsibility for barring some online ads in the polished product as early as October.

The ad blocker appeared in some users’ copies of the “Canary” build of Chrome last week; Canary is the name Google gives to the preliminary version of the browser, one that is updated nightly and precedes the three-step release process of “Dev,” “Beta” and finally “Stable” code.

Chrome’s ad blocker was present only in Windows’ Canary build; it was AWOL from the macOS edition.

Reports of Google’s ad-blocking plans first surfaced in April, shortly after the Coalition for Better Ads announced a set of online ad types that users in the U.S. and Europe said were the most annoying and disruptive. Google was a founding member of the coalition. Two months ago, Google confirmed that it would introduce ad blocking to Chrome, saying then that the target timetable was next year.

“We plan to have Chrome stop showing ads (including those owned or served by Google) on websites that are not compliant with the Better Ads Standards starting in early 2018,” Rahul Roy-Chowdhury, a product management executive, wrote in the Google post.

On the desktop, Chrome will block pop-up advertisements; ads that automatically begin playing both video and audio; “prestitial” ads accompanied by a countdown clock that appear before content is shown; and what the coalition dubbed “large sticky ads,” those that account for more than 30% of the screen space and which remain in place no matter how much the user scrolls.

Those and other types of ads will also be blocked by Chrome on Android- and iOS-powered mobile devices.

Ads will be blocked by site, not by individual advertisement. In other words, Google will craft a list of websites it contends “tend to show intrusive ads,” and then block the ad categories that violate the coalition’s “standards.” A stray “bad” ad displayed by a site not on the list, however, will not be blocked.

While Google has pegged 2018 as the launch of the baked-in ad blocker, the tool may debut sooner. The current Canary of Chrome is version 62, which according to the release schedule, will release in final form as the Stable build on Oct. 17 for personal computers, Oct. 24 for mobile.

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