Starting early next year, Chrome will begin blocking ads<\/a>, including ones served from their own ad networks, if they are not compliant with the Better Ads Standard<\/a>.<\/span><\/p>\n The goal is to combat the rapid increase of ad-blockers like AdBlock Plus, uBlock, and Privacy Badger<\/a>. When Chrome launches its native \u2018blocker\u2019 it will be on by default on desktop and mobile versions.<\/p>\n The Better Ads Standard addresses how ads are formatted and appear. It identifies the types of ads that are most likely to displease users – 4 types of ads on desktop and 8 types on mobile devices, including \u201cpre-stitial ads with countdown\u201d (those ads that ask you to wait 5-10 seconds before seeing the content of the page), \u201cauto-playing video ads with sound,\u201d and \u201cflashing animated ads.\u201d<\/p>\n It is clear that Google has seen how dire the public\u2019s distaste for ads has become and is making a preemptive strike against it. As a company that makes the vast majority of its money from advertising, Google knows that 11% of internet users<\/a> are using ad blockers and that number continues to grow rapidly.<\/p>\n If Google does not do anything they are going to continue to lose the ability to monetize millions upon millions of users.<\/p>\n However, Google\u2019s idea of making ads \u201cbetter\u201d only address a tiny portion of the problem. Ads are not just annoying, they are a nightmare for security<\/a>, privacy, and performance.<\/p>\n Last year Forbes.com famously asked readers to turn off ad-blockers, then immediately served ads that contained malware<\/a>. Ads are also notoriously bloated, often using more resources than the site\u2019s content. Sometimes ads are eating up nearly 80% of the bandwidth used to load a page<\/a>.<\/p>\n In their announcement, Google was careful not to label their new feature an \u201cad blocker.\u201d Instead they said Chrome will \u201cstop showing ads\u201d<\/a> on sites that do not follow the new rules. It is clear Google recognizes their Better Ads program is not a competitor to fully-fledged. After all, the goal is to make ads more tolerable so that we don\u2019t<\/em> resort to blocking them.<\/p>\n Google will also be launching a program known as Funding Choices<\/a> (part of their existing Google Contributor service) which will allow websites to charge users a fee to visit their site and keep their ad-blocker running.<\/p>\n These new Google initiatives are similar to what the Brave browser<\/a> is attempting. However, Brave is taking a much more complete approach – offering complete ad-blocking and tracker-blocking. Brendan Eich, founder of Brave, was quick to criticize<\/a> Google\u2019s \u201cBetter Ads.\u201d<\/p>\n Getting rid of annoying ads is a start, but Google is in a position to do much more. Any quest to fix online advertising must address the performance and privacy issues, instead of just making them slightly less intrusive.<\/p>\n","protected":false},"excerpt":{"rendered":" A native \u201cAd-blocker\u201d will stop showing ads that are not compliant with new Better Ads Standard Starting early next year, Chrome will begin blocking ads, including ones served from their…<\/p>\n","protected":false},"author":2,"featured_media":4185,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":"","tve_updated_post":"","tve_custom_css":"","tve_user_custom_css":"","tve_globals":{},"tcb2_ready":0,"tcb_editor_enabled":0,"tve_landing_page":"","_tve_header":"","_tve_footer":""},"categories":[17],"tags":[131,155],"class_list":["post-4183","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-lowdown","tag-google","tag-google-chrome","post-with-tags"],"views":8233,"jetpack_featured_media_url":"https:\/\/www.thesslstore.com\/blog\/wp-content\/uploads\/2017\/06\/iStock-518734930.jpg","_links":{"self":[{"href":"https:\/\/www.thesslstore.com\/blog\/wp-json\/wp\/v2\/posts\/4183","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesslstore.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesslstore.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesslstore.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesslstore.com\/blog\/wp-json\/wp\/v2\/comments?post=4183"}],"version-history":[{"count":0,"href":"https:\/\/www.thesslstore.com\/blog\/wp-json\/wp\/v2\/posts\/4183\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thesslstore.com\/blog\/wp-json\/wp\/v2\/media\/4185"}],"wp:attachment":[{"href":"https:\/\/www.thesslstore.com\/blog\/wp-json\/wp\/v2\/media?parent=4183"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesslstore.com\/blog\/wp-json\/wp\/v2\/categories?post=4183"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesslstore.com\/blog\/wp-json\/wp\/v2\/tags?post=4183"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}