Google: Google Chrome started blocking five bad ads on Thursday

Google this time to play a big vote, according to a new blog post said that local time on February 15, Chrome browser will block the following types of “bad” ads.
1. Occupies more than 30% of the area of the phone screen.
2. Overlay the full screen and display the countdown timer.
3 automatically play with audio video.
4. can not afford the ads.
Suddenly pop up and cover part of the screen.

Advertising is Google’s economic lifeline, but from February 15, US time, Google Chrome will intercept online advertising. In fact, Chrome will not block all ads and will not block ad tracking software. But Google’s new move has allowed 42% of the sites to reduce the number of ads pushed.

Hundreds of millions of users already have a Chrome browser that has plug-ins that basically block all ads. After the implementation of new initiatives, Chrome will block ads will probably be far less than these plug-ins, but Google’s move to take this step is quite significant. This browser dominates the PC and mobile browser markets. According to research firm StatCounter, Chrome contributes about 56% of page views.

Ryan Schoen, Google’s Web site product manager, said the ad blocking feature is designed to help sites clear unruly, poor-quality ads. Google’s move has yielded some success: about 42% of sites warned Google have removed ads that may not meet “Better Ads Standards.” This includes the Los Angeles Times, Forbes and the Chicago Tribune’s official website.

Schön said: “We hope the Internet will help promote the advertising business to achieve growth and profitability, but also allow users to have a good Internet experience and we hope to restore the balance of the site ecosystem.”

Online advertising can make money on websites such as Google and Facebook so subscribers do not have to pay for subscriptions, which has driven the development of the Internet and helped some of the Web sites to gradually take over the massive user base such as Facebook, which has more than 2 billion users. But as the saying goes, there is no pie in the sky. When people find out how much the free website costs users, they start to show strong opposition to the ads.

Advertising brings too much negative impact. They slow down websites and consume battery power. It also tracks the user’s network operations, building user profiles, and pushing ads that match the user’s interests. They can distract users and may even become a haven for hackers, or turn devices into tools that others can not earn e-money.

Chrome will make what kind of adjustment?

At least for the moment, Chrome’s ad blocking capabilities do not solve most of the above problems, which is just the first step Google has taken to block the “hateful ad push” defined by the Coalition for the Better Ads.

Chrome will block the following ads:
1. Occupies more than 30% of the area of ​​the phone screen.
2. Overlay the full screen and display the countdown timer.
3 automatically play with audio video.
4. can not afford the ads.
Suddenly pop up and cover part of the screen.

Google will release an article explaining this ad blocking feature. However, Google also allows users to cancel this feature.

Google to analyze the site, if the site push ads have over intrusive user characteristics, be warned. If the site is not rectification, it will be blacklisted. Chrome will block all ads on the blacklist site until their ads meet the “Best Available Standards.”

However, Google’s ultimatum is not cleaning ads.

Schön said it would be even better if we were blocking out ads for every page – unfortunately no one would ‘pay’ for the content the user was browsing, and the content of the site would slowly diminish until it dried up. ”

Ben Williams, director of operations at Adblock Plus, said the standards Google uses only eliminate ads that have over-swirled the browsing experience. Eeyo’s Adblock Plus is a well-known ad blocking application, funded by companies such as Google. If the user chooses not to block, it can unblock certain ads.
However, some products in the field of browser are more and more strong on advertising technology.

Mozilla co-founder Brendan Eich founded Brave Software. One of the company’s browsers blocks all ads and ad-tracking software by default. In the coming months, the company plans to adopt new technologies that allow ads that are pushed to user preferences but at the same time protect the privacy of users without being intercepted. Apple is limiting ad tracking in Safari. Firefox provides the option to turn off ad tracking.

Andres Arrieta, technology project manager at the Electronic Frontier Foundation, said Google Chrome intercepts not advertiser tracking but ads that are too annoying. This is not surprising, as Google’s tracking technology can be used in a wide range of applications.

“This is a dilemma for Google, should it protect users or protect the lifeblood of making money?” He suggested that users install applications that block ads and ad tracking, push ads based on the site’s own content, rather than on the user’s personal information website.

Ad blockers are a big threat to ad-broadcasters. PageFair reports in a 2017 report that about 615 million devices are using ad blocking technology. PageFair’s business is to help advertisers bypass the shielded software.

The younger you are, the more likely you are to use ad blocking. And these young users are precisely the advertisers who want precise delivery.

Deloitte, a consulting firm, conducted a survey of users in North America. Kevin Westcott, director of media and entertainment, said: “31% of users currently use ad blocking software, which is up 45% among those aged 20-33.”

90% of these shielded users just want to get rid of all ads, about 85% to speed up the network, and 76% to keep their privacy safe.

This is a terrible vicious cycle.

Deloitte wrote in a survey report:

As traffic grows, revenue per click decreases, and the number of brokers that earn commissions increases. To deal with these situations, websites have to push more banner ads and video ads. Hundreds of millions of users annoyed to use the ad screen software, resulting in more ads being bombarded by users who did not intercept ads.
Can not avoid advertising

Some websites are working hard to deal with these changes. The Washington Times and The New York Times sites have followed the example of Wall Street’s “pay-wall” initiative that requires subscribers to pay subscription fees.

The technology magazine site Wired just implemented the Paywall policy, which had previously taken the measure of preventing users from using ad blocking software. Online news site Salon is experimenting with a new policy that removes the hassle of advertising as long as the user agrees to allow the site to use his browser to monetize the electronic money.

In the face of this complex situation, Chrome can introduce some unusual amendments?

For example, Chrome has implemented a feature in the safety hazard caused by ads – attempts to warn users that the site they’re about to browse may launch an attack. Schön said a higher advertising security factor is a new direction that Google may work on in advertising.

“It’s going to be a very long journey,” Schön said. “The February 15 Google blocking of ad blocking in Chrome was only the first initial step, and we’re continuing to take steps to create a better user experience “