Google's Chrome Ad Blocking Arrives Tomorrow (theverge.com)

Google is enabling its built-in ad blocker for Chrome tomorrow (February 15th). From a report: Chrome's ad filtering is designed to weed out some of the web's most annoying ads, and push website owners to stop using them. Google is not planning to wipe out all ads from Chrome, just ones that are considered bad using standards from the Coalition for Better Ads. Full page ads, ads with autoplaying sound and video, and flashing ads will be targeted by Chrome's ad filtering, which will hopefully result in less of these annoying ads on the web. Google is revealing today exactly what ads will be blocked, and how the company notifies site owners before a block is put in place. On desktop, Google is planning to block pop-up ads, large sticky ads, auto-play video ads with sound, and ads that appear on a site with a countdown blocking you before the content loads. Google is being more aggressive about its mobile ad blocking, filtering out pop-up ads, ads that are displayed before content loads (with or without a countdown), auto-play video ads with sound, large sticky ads, flashing animated ads, fullscreen scroll over ads, and ads that are particularly dense.

Comments

Sounds suspicious

[omfglearntoplay]

Sounds very much like they want to control what you see and who gets paid. I haven't met a single ad I like, so I'm skeptical that any "pro ad" committee is going to come up with a fair list.

If I am wrong, great. Somebody have the scoop on this?

Re:Anti competitive

[Anonymous Coward]

Google can basically redefine what they deem as an acceptable ad (ones made by themselves) on the fly. This is bad news.

If they start blocking competitors for anti-competition reasons then they will be breaking laws. They have a near monopoly situation and the European Union, as one example of places where laws are still enforced, has already made judgements against them.

The reason that Google is doing this is simple. The advertising industry has become so dangerous and dirty, serving malware and other garbage, that a computer without an ad-blocker installed is a clear security risk and most major companies are coming to realise that. In recent years malvertising has become one of the leading methods to attack companies. As other ad-blockers go mainstream Google's main business, selling advertising space, is being threatened. This is more or less the last throw of the dice for the advertising industry

Re:Anti competitive

[Larry_Dillon]

I think the idea here is to undermine more aggressive adblocking software. The adblocking genie is out of the bottle and the only way to combat it is to subvert the whole ecosystem by having a built-in option that's "good enough" for most people, yet leaves Google's ads untouched -- unlike 3d party ad blockers.

So if you don't run an ad blocker (70%, last I checked), it will be seen as an improvement. If you do run an ad blocker, you'll see it as a weak offering.

Translation

[sjbe]

"While the Coalition’s consumer research was designed to identify the least preferred ad types, it also provides insight into consumers’ evaluation of a far broader range of ad experiences, including those more preferred by consumers.

"More preferred" actually translates as "less hated". Nobody actually prefers ads, they just hate some types more than others.

Re:Translation

[Zocalo]

My fourth option is the same as the one I use when I come across a site with an anti-adblock script where the effort to work around it outweighs my desire to read their specific take on the content. See if that content is available elsewhere, with a side-option of probably not returning to that site again if it's a high-enough profile to enter my conciousness or particularly obnoxious about the detection. There are already far too many instance of ad-providers serving up malware to make not blocking ads across the board a remotely sane thing to do from a security perspective, and given the recent abuse of a popular script-hosting site to mine crypto-currency it seems like only whitelisting scripts is a pretty damn good idea too.

Of course, I do have the advantage of knowing what I'm doing with script- and ad-blockers so a whitelisting is a viable option. The average Joe's PC, on the otherhand, is probably going to be spending a lot of its time sending spam, mining crypto currency, or acting a a proxy for random script kiddies to do whatever they want. If Google really wants to make a difference with Chrome's ad-blocker (and AMP, for that matter), they could start right there and insist that all pages and content, including any ads, will still render a usable page without any scripting support. I'll still be blocking the ads though. :)

Re:Will websites start blocking Chrome?

[phantomfive]

Forbes does that (if you have adblocker installed, you can't visit their site). They seem to be happy with it.

For me the end result is that I don't visit their site. And nothing of value was lost.

Re:Anti competitive

[StormReaver]

They way I see it, you don't have to use Chrome...

That is completely right. Long gone is the era of the browser monopoly. I can choose to use Firefox, Chrome, Chromium, Konqueror, etc. as I see fit. As it stands, Firefox has regained my preferred-browser status with the Quantum release. I had only preferred Chrome for Netflix viewing, since Firefox pre-Quantum was too sluggish. With its recent performance improvements, it is at least as good as (if not better than) Chrome for that purpose.

So it matters not one whit how Google plans to have Chrome handle ads. If its ad-blocking abilities are intended as a poor replacement for proper ad blocking, then users are free to use a different browser if they so choose.

Re:Anti competitive

[AmiMoJo]

Google is using Easylist, the same blocking list that uBlock and most others use. The only difference is that Google only enables blocking on sites that they have determined contain abusive ads. The determination seems to be a distributed thing, based on user's actions and reports. That's usually how Google works for stuff like malware warnings, they don't want to be doing manual checks.

I don't really buy the idea that they will start blocking everything but their own ads. Apart from getting them severely punished by regulators (the EU isn't afraid to hit them for billions of Euros) the same argument could have been made 10 years ago when Chrome launched with malware protection. Google could have marked Firefox as malware, same as Microsoft could mark Linux ISOs as malware in Windows Defender. It just doesn't seem to be an issue, probably because of the previously mentioned consequences.

Re:Anti competitive

[Anonymous Coward]

Not really.

Although this ad blocker has good intentions, it's likely to be undermined by the very same algorithm bullshit that plagues youtube's demonitization and copyright strikes. Basically it doesn't know shit and expects you to do all the work.

On most sites, all it takes to block ads is to find what script invokes it, and block the address of it. That's what we have all been doing for over 15 years to block ads using the host files. ublock/adblock only started making ad shit worse because the people blocking the ads weren't diluting the ad-display base, and thus all the potential shit ads weren't being noticed by people who could report them, they were simply being blocked silently.

What really created the uptick in shitty ads was a combination of three things:

1. Shitty cloud hosts like Amazon Web Services who don't vet anyone.
2. Shitty CDN's like Cloudflare who don't take down malware.
3. Shitty domain registrars who allowed the all these additional shitty TLD's. Now it seems like all these additional TLD's are good for are are malware because they're so cheap to buy hundreds of them.

Put the three together and you are constantly having to ban-hammer different domains that you can't block the IP address for. Often blocking the DNS is fruitless because another one pops up in it's place in an hour.

Really the right thing to do right now would be for all ad-supported content to quickly move to Patreon/Kickstarter crowdfunding, strip ALL ads and third-party links off their sites, and just let the existing ad business wither up.

Re:Anti competitive

[nmb3000]

Tell your friend to stop being a leech and relying on ads for revenue. Get a real job that doesnt rely on polluting the web. and annoying users. Hes a parasite if he cant live without ads, we dont need his work if they are the only way to do it.

Harsher than I would have put it, but true nonetheless.

If all advertising revenue were to disappear tomorrow, any industry or product which couldn't migrate to another form of acquiring revenue in a few days probably doesn't need to exist in the first place. People would be able to choose if they want to directly pay for access to sites they like, or to move on and spend their time on something else they value more. Sites that are a hobby or a true labor or love (the way 80% of them were in the early days of the web) would go back to that, leaving a lot of the crap and cruft behind. Buzzfeed and other "TOP TEN WEIRD TRICKS" sites would hopefully just go away. There would probably be less crap on TV, and actor salaries would drop to a more reasonable level to compensate for the lack of an advertiser teat to leech from.

In all cases it's a win for everyone.