A new version of Chrome will launch in 2018 that will prevent websites from showing ads on sites that don't meet its standards.

Google to introduce ad blocker to prevent annoying ads on Chrome
Atom Google Saturday, June 03, 2017 - 10:51

Technology giant Google is looking to introduce an ad blocker to Chrome early next year. While this ad blocker will not block all ads from the web, it will only block ads that have too many annoying or intrusive advertisements like videos that autoplay with sound or interstitials that take up the entire screen, according to a report by The Verge.

Google has reportedly warned its publishers to begin assessing their ads and remove any exceptionally disruptive ads from their pages.

According to Sridhar Ramaswamy, Google’s executive in charge of its ads said in a blog post that ads owned or served by Google will also be blocked on pages that don’t meet Chrome’s guidelines.

The Wall Street Journal reports that Google is calling this new feature an ad filter instead of a blocker as it will still allow ads to be displayed on pages that meet the right requirements.

This feature will work on both mobile and desktops.

Publishers can run a tool that Google is providing to figure out if their site’s ads violate guidelines and will be blocked in Chrome.

Google told CNBC that publishers can participate in its new program called funding choices. According to this program, users can either turn off their ad blocker or pay for a pass that removes all ads on the site through the new Google Contributor.

This is for every user that uses a third-party ad blocker who visits a participating site using Chrome. Google will take a 10% cut from every user that pays. And if they select neither of the choices, they wont be able to view the website.

CNBC reports that this move will help all publishers who are worried about losing ad revenue from users with ad blockers. To see the prompts, users must sign up to participate in the Google Contributor program, and must be signed in to Chrome. If not, they wont be able to see the website with ad-blockers.

Google confirmed to CNBC that Business Insider is among the participating sites.

Another condition for publishers is that they must first be compliant with ad standards from the Coalition of Better Ads, which Google is a part of. And this could reportedly could hurt some smaller publishers who have limited leverage over the types of ads they can accept.

According to the Coalition for Better Ads, pop-ups, takeover ads and ads with auto-playing audio are all considered bad ads.

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