An open laptop that is blocking ads, which represents Google Chrome and it's new update.

Google Chrome may block disruptive ads next year.

Google Chrome is arguably one of the most popular web browsers available. Starting next year, the web browser will make a step towards improving the user experience. With new ad-filtering technology, Chrome users are protecting from spamming ads, pop-ups, and auto-playing ads. These types of online advertisements are often intrusive to the user.

“The reality is, it’s far too common that people encounter annoying, intrusive ads on the web — like the kind that blare music unexpectedly or force you to wait 10 seconds before you can see the content on the page,” Google SVP of ads and commerce Sridhar Ramaswamy says. “These frustrating experiences can lead some people to block all ads — taking a big toll on the content creators, journalists, web developers and videographers who depend on ads to fund their content creation.”

The Coalition for Better Ads

The Coalition for Better Ads is a group of international trade associations and companies involved in online media. The group’s hope is to provide a balance between the ads online and a better user experience. The Coalition understands that ads can be disruptive to the user experience. They even go so far as to list several types of ads on desktop and mobile devices that users find annoying. These ads include the following:

Desktop

  • Pop-Up Ads
  • Auto-Playing Video Ads With Sound
  • Prestitial Ads With Countdown
  • Large Sticky Ads

Mobile Web Experiences

  • Pop-Up Ads
  • Prestitial Ads
  • Ad Density Higher Than 30 Percent
  • Flashing Animated Ads
  • Auto-Playing Video Ads With Sound
  • Postitial Ads With Countdown
  • Full-Screen Scroll Over Ads
  • Large Sticky Ads

The Coalition is made up of 27 members, including Google. The group discovered which ads were the most disruptive by polling more than 25,000 consumers. Chrome’s update next year could be a response to meeting the Better Ads Standards that the group set.

Building a Better User Experience Through Chrome

Many believed that Google would create an ad-filtering version of Chrome. Through most of their policies, Google always strives to put the user experience over everything else. As the update goes into effect, the Ad Experience Report may change as well. By using this tool created by Google, publishers can see if their ads are violating the Better Ads Standards.

What’s interesting is that Google itself makes a generous amount of revenue from advertisements – to be exact, they make $20 billion almost every quarter. Time will tell how the new update will affect their income.

Google also wants to make sure that the companies producing the ads aren’t put at a disadvantage. The search engine giant is rolling a tool called Funding Choices, which is now in beta. It allows advertisers to send a message to visitors using an ad blocker. The message either invites users to enable ads on their site or pay to remove ads altogether. This allows publishers to continue gaining revenue despite the loss in ads.

Looking towards the future, Ramaswamy states that “We believe these changes will ensure all content creators, big and small, can continue to have a sustainable way to fund their work with online advertising.”