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Google Chrome ad blocker rumoured as tech giant fights offensive ads

Google plans to add ad-blocker features to its Chrome browser.

By Hannah Williams

Google is supposedly planning to introduce an ad-blocking feature to its Google Chrome web browser, according to people familiar with plans of the company.

A Google Chrome ad blocker feature may be introduced in the coming weeks to the billions of people who use the browser across the world.

It has been reported that Google is considering blocking all advertising that appears on sites with offensive adverts, meaning site owners will be required to ensure all adverts meet Google’s standards or face the risk of having their adverts blocked across their sites in Chrome.

According to Wall Street Journal, this has not been confirmed and Google has so far refused to comment.

Ad-blockers are used to disable particular pieces of code whilst web pages load, which means that adverts that many websites rely on to make money are classed as invisible.

Read more: Google Chrome to make HTML5 default and block Adobe Flash by the end of the year

Andrew Bartlam, VP of EMEA, Instart Logic said: “Ad blockers exist for a reason – people use them to rid themselves of ads that they don’t necessarily want to see. The technology came about due to the rise of socially irresponsible sites that “dumped” excessive ads onto users.

“However, it was and is the socially responsible sites that are ultimately paying the price for their use. We can’t lose sight of the impact ad-blocking has on the web sites people visit on a regular basis. Using an ad blocker, let alone integrating one into the core of a web browser, undermines the very industry that funds many of the world’s most popular web destinations.

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“What is undeniable is that most web sites that offer content to an audience for free are reliant on advertising to function and operate a viable business. Without ad revenue they can’t pay rent, buy content, pay journalists and fund the infrastructure of the site. This means less free and decent content for us end users, which is something none of us want. Someone must pay somewhere and advertising has been shown time and time again as the most viable way to fund online services.”

People familiar with the company’s plans have said Google is hoping to gain growth of blocking tools offered by third-party companies, some of which even charge fees for allowing ads to pass through their filters.

Also, as Google Chrome is used by a large proportion of browsers globally the use of ad-filters is likely to give Google more control over ad-blocking as opposed to other browsers.

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