Reports now show that Chrome’s built-in ad filter prevents blocking of less than 1 percent of advertised websites. The aim among Google and its industry partners is not to block ads, but to ensure their safe passage.
Chrome’s Ad Filter, will not be restrictive enough for many users. Chrome users who rely solely on the built-in ad Filter to block advertisements still see more than 90 percent of all ads. Under the Better Ads criteria, only around 1 percent of all ad formats are categorized as invasive, and thus as being in need of blocking. Chrome’s efforts are a step in the right direction, but they are not enough for many users.
The tech giant makes most of its revenue from advertising, in control of the kind of ads users can see.
Google’s integrated ad-blocker won’t block all advertising. It will only block ‘unacceptable ad types’ as defined by the Coalition for Better Ads. That means, it will remove the most annoying ads, which include pop-up ads, auto-playing video ads with sound, countdown ads, and large sticky ads on PCs.
Google has announced that they are working on an ad blocker that will specifically target the heavy ads – which are slowing down the computer system.
A company spokesperson said,
The Coalition’s Better Ads Standards are a huge step forward for our industry. This is the first set of ads standards based entirely on direct feedback from tens of thousands of consumers on what they want to experience when they go online. As a member of the Coalition for Better Ads, we will support the Better Ads Standards and Chrome will comply with guidelines outlined by the Coalition.
According to the company, once this ad blocker feature comes to Google Chrome, it will detect certain triggers before blocking the ad. These triggers help the blocker to evaluate if the ad is heavy or just a normal ad.
The date is not yet confirmed. But the feature will soon be launched as Google has been working on this for quite some time now.