Google’s Chrome web browser has launched an ad-blocker that is designed to prevent “annoying” and “intrusive” ads being shown to users. Google announced the move to curtail full-page and auto-playing video ads last year.
The choice of which ads to block will be determined by the Coalition for Better Ads (CBA) – made up of companies including Google and Facebook. Sites will have 30 days to remove disruptive ads before blocking begins.
A survey of 40,000 US and European web users found that the most intrusive ads were full-page ads that hide the content of a web page and flashing animated ads, according to Google. “When at least one network request has been blocked, Chrome will show the user a message indicating that ad blocking has occurred as well as an option to disable this setting…”
Sites that have already altered the ads they show after being warned by Google include the LA Times and the Chicago Tribune.
The Chrome browser is in use on approximately 60 per cent of computers and mobile devices, according to statistics from Stat Counter, W3Counter and Net Applications.