Annoying ads to be blocked by default via pre-installed Google Chrome ‘filter’

Annoying ads to be blocked by default via pre-installed Google Chrome ‘filter’

Google’s Chrome web browser has devised a strategy for meeting the challenge posed by ad blocking software, after the software giant confirmed that it would automatically block annoying ads from the latest iteration of the browser.

From early next year the browser will come with pre-installed software designed to weed out the most aggravating commercials by way of a new tool called ‘The Ad Experience Report’ which will attempt to quantify ‘annoyance’ via a new scoring system.

In a further move Chrome is also working with publishers to issue an ultimatum to people running third-party ad blocking software, by requiring them to whitelist the site so that they are viewed can be viewed with ads deemed to be non-annoying – or else cough-up ma small fee for the privilege of viewing ad free.

Speaking to Ad Age Sridhar Ramaswamy, senior VP of ads and commerce at Google remarked: “We've all known for a while that the ad experience is a real problem, and that it's confused and angered users. We realized solutions like ad blockers punish everybody, including publishers who develop great content and are thoughtful about the ad experience they put on their site."

Google refers to the new system as a ‘filter’ that will expunge flashing pop-up ad’s, colour changing promotions and ads which block access to content for a period of up to 10 seconds and follows work with by the Coalition of Better Ads.

The coalition is formed from some of the biggest names in the advertising world including Google itself, Procter & Gamble, Unilever, WPP's GroupM, Facebook and the Interactive Advertising Bureau.

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