Google's Chrome browser to block some ads starting next year

Google's Chrome browser to block some ads starting next year

Google's Chrome browser to block some ads starting next year

According to the Wall Street Journal, Google is giving publishers six months to prepare for the new tool, which will block ads on sites with "bad advertising experiences" and will reportedly be turned on by default in both the desktop and mobile versions of Chrome.

Google is also said to be offering "Funding Choices", which allow publishers to charge readers using ad blocker services, in an effort to refine the quality of advertisements and control the surge of ad blockers. Now, Google Chrome is planning to increase the percentage to 30% in the year of 2018.

"Google's integrated ad-blocker won't block all advertising", I wrote. That is, it will remove the most annoying ads, which include pop-up ads, auto-playing video ads with sound, prestitial countdown ads, and large sticky ads on PCs.

Get Data Sheet, Fortune's technology newsletter. Through a program called Funding Choices, publishers will be able to show a customized message to users with a third-party ad blocker that instructs them to either white list the website, or pay a small fee for an ad-free experience, Google said in the blog post.

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Google will inform site owners and publishers of any offending ads that may be on their site. Google will design Chrome's ad blocker to filter out ads that don't meet those guidelines, the company announced on Thursday.

The company notes that the standards for what will be considered acceptable advertising under its new Chrome system have been developed by the Coalition for Better Ads, an industry group that includes advertisers and industry groups, media companies such as News Corp. To that end, Google plans to introduce several tools for users to report offensive content, as well as policies outlining what type of content constitutes a violation. Any ad that does auto popup will usually be considered unsafe to work with and it also includes large sticky ads, auto playing videos with sound besides other unusual formats created to spam users than do promotions. So it's hard to imagine publishers seeing what's essentially a voluntary tipping model as a viable alternative to ads.

The ad-blocker will debut sometime in the first half of 2018.

Not only that, but Google's Chrome browser has an estimated 58% share of the browser market. Bad ads have proven to slow down the web. To make things easy for publishers, Google will provide them a tool which they can use to assess whether their ads stand in violation of the set standard.

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