Publishers Warm to Google's Ad Blocker, but Chafe at Company's Power

Google tackles bad ads

But instead of outright blocking all ads, it would only block intrusive advertising, as defined by the Coalition for Better Ads.

In real-world terms, say goodbye to ads that pop up, count down, automatically play video or sounds, or block the content you came to see.

Overall, Google wields too much influence over publishers, said Sean Blanchfield, the CEO of PageFair, a startup that helps publishers get around ad blockers. As one of the largest ad providers, it may take a revenue hit now that some websites will be stripped of their monetisation.

This basically means that when the feature goes live, Chrome will start blocking ads which do not follow the "Better Ads Standard" as laid out in line with the consumer research by an industry watchdog. Many of those fears have been assuaged. According to a recent search of Google's Ad Experience Report, 1,408 sites had "warning" or "failing" status.

Google tackles bad ads
Google Chrome will block extremely disruptive ads starting today

The move stems from the Coalition for Better Ads (CBA), whose members include major marketers, Google, Facebook and major news publishers.

Google will begin using its Chrome browser to eradicate ads it deems annoying or otherwise detrimental to users.

If it does, Chrome will cross-check the content on the page with data provided by the EasyList filter rules and its own AdSense and DoubleClick database to analyse whether anything correlates with ad-related URL patterns it holds.

"Disruptive and annoying ads were the reason ad blockers were launched in the first place, and we must concede as an industry that this provided a necessary catalyst for us to reevaluate our methods and focus on the user experience." said Hammond.

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Google reported that 42 percent of all sites that didn't meet Better Ads Standards when the blocker was announced in December had updated their ads to meet the requirements as of February 12, and more are expected to do so as the blocker is rolled out, Windows Central reported. But with this new strategy, Google could sidestep third-party ad blockers and act as its own advertising gatekeeper.

Site owners will be given an opportunity to review their sites according to regulations for re-evaluation. Some were targeted to have their ads to be shut down Thursday. If you install something like Adblock Plus, you won't see Google's subtle but highly profitable text ads, just like you won't see the obnoxious full-screen animated ads from other networks.

Atlanta-based Gray Television Inc. had at least a dozen of its TV station websites flagged, including those belonging to stations WTVY, KMTV, KOLO, KWTX and WDTV.

Spectator owner TorStar said it has fixed the problem; other sites wouldn't comment publicly. "But in this case, they're using that power to make the internet better".

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What happens when Chrome finds bad ads?

And Google is one of them.

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