Google is planning to introduce an ad-blocking extension to its popular Chrome web browser, according to The Wall Street Journal.
The feature would identify and filter out ads in the hope of enhancing users’ experience with the mobile and desktop forms of the browser.
The move follows the released of a list of ad standards in March by industry group Coalition for Better Ads, which details ads deemed to “fall beneath a threshold of consumer acceptability”. Identified offenders include pop-up, auto-play video with sound, large sticky, flashing animated and scrollover ads.
The use of ad blockers has risen 30 per cent worldwide in the past year and cost advertisers $US22 billion in 2015.
Websites and digital publishers rely heavily on online advertising to generate the bulk of their revenue, as does Google itself.
Google-owned YouTube had its advertising revenue stream compromised in March when high-profile companies such as Holden, Kia, Vodafone and Nestle, along with the Australian government pulled their advertising from the video service. The boycott followed concerns that ads were running alongside videos with inappropriate content.
YouTube reacted by tightening its algorithms, which had the follow-on effect of drying up the revenue streams of YouTubers.
Chrome is the most popular web browser, increasing its share of the market to 56 per cent by the end of 2016.
Google was approached for comment.
Online Source: TSMH
