Google Chrome browser to get native ad-blocking in Feb, despite outcry from publishers

Google will introduce a built-in ad blocker in the Chrome browser to block “annoying” advertisements from February 15.

Google to soon roll out native ad-blocking in Chrome browser. (AFP)

Google in June had announced that its Chrome browser will block ads on websites that do not adhere to the 'Better Ad standards', a set guidelines created by a coalition of tech companies to improve user experience online. The search engine giant on Tuesday confirmed that the change will be implemented from February 15.

According to 'Better Ad standards', Chrome browser will block pesky pop-up advertisements, ads that cover a large section of a website, video ads with auto play audio, and timer-based ads that make you wait for a few seconds before directing to the actual content.

The decision, however, has drawn a mixed reaction from the publishers. One of the common criticisms that Google has faced is that it is dictating publishers on what kind of ad format they should implement.

One of the possible factors behind Google's new move could be the growth of third-party ad-blocking applications and services. Google aimed to fix this problem by entering a formal partnership with popular ad blocking platform AdBlock Plus to whitelist its ads. Google, however, drew flak for this as well.

That said, other browsers like Opera have already implemented ad blocking to the core of their services.

"This date does not appear to be tied to a specific Chrome version. Chrome 64 is currently scheduled to arrive on January 23 and Chrome 65 is slated to launch on March 6, suggesting Google will be turning on its browser's ad blocker remotely and possibly gradually for select users," Venture Beat reported late on Tuesday.

Earlier this year, Google joined the "Coalition for Better Ads" -- a group that offers specific standards for how the industry should improve ads for consumers.

The coalition announced the "Better Ads Experience Programme" which provides guidelines for companies using the "Better Ads Standards" to improve the experience of users with online ads. This will essentially stop the ads that are deemed annoying or intrusive.

However, all ads from sites where even one advertisement displayed does not meet those standards, even if the rest are technically in compliance, will be blocked.