future version of Google Chrome may include a built-in adblocker, designed to prevent the most intrusive online adverts from being displayed on users’ computers and smartphones by default.
According to the Wall Street Journal, Google could announce the feature within weeks, but the specifics are not yet set in stone, and the company may yet scrap the entire plan.
If it does go ahead, the company would outsource the definition of unacceptable adverts to the Coalition for Better Ads, an independent group set up by a consortium of major advertisers and agencies in March. Its standards were set in place after “comprehensive research” involving more than 25,000 participants.
On desktop, the group bans “pop-up ads, auto-play video ads with sound, prestitial ads with countdown and large sticky ads”. On mobile “pop-up ads, prestitial ads, ads with density greater than 30%, flashing animated ads, auto-play video ads with sound, poststitial ads with countdown, full-screen scrollover ads, and large sticky ads” fail to make the standards.
Credit Wall Street Journal, subscription only.