Google Chrome ‘Ad-Filter’ – The Perfect Compromise?

annoying pop ups

Google To Introduce ‘Ad-Filter’ To Chrome Web Browser

Do you hate annoying ads? You’re not the only one. For as long as the internet has existed, ad implementation has always been a problem. For example, if an ad is too intrusive (E.g a pop-up) it detracts from the user experience. How many times have you simply left a website because a pop-up got in your way? On the other hand, if an ad is too low-key, you are much more likely to ignore it, thus defeating the purpose. Well, the company we all know and love have come up with a solution.

So how does this work?

Well, current AdBlock extensions such as Adblocker Plus and Adguard simply block all ads. The obvious caveat is that websites lose out on all the ad revenue. If you use an adblocker, you also know that some websites (like Forbes for example) simply lock you out of content until you disable the Adblocker. The user is then subjected to the full brunt of all the ads, intrusive or otherwise. Google’s new ad-filter works by blocking ads it determines as intrusive. For example, a banner ad might be ok, but an ad disguised to look like the websites navigation buttons might be deemed too obnoxious.

Some things to think about

This all sounds great and dandy, but there are definitely a few concerns I have. The first thing that comes to mind is that Google will now be a “gatekeeper” of ads. For example, Google might deem a competitor’s ad to be intrusive. There is certainly some subjectivity to deciding whether an ad is “intrusive” or “annoying” and I’m not sure how Google will be limiting that. Nevertheless, I can’t deny that if this is implemented correctly, it would be a great solution that will make everyone happy. Fortunately, Google will be providing a tool developers can use to determine whether an ad is intrusive or not. Hopefully the tech giant can find the perfect middle-ground.

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