Alphabet Inc.’s Google is planning to introduce an ad-blocking feature in the mobile and desktop versions of its popular Chrome web browser, according to people familiar with the company’s plans.
Google could announce the feature within weeks, but it is still ironing out specific details and still could decide not to move ahead with the plan, the people said.
According to those standards, ad formats such as pop-ups, auto-playing video ads with sound and “prestitial” ads with countdown timers are deemed to be “beneath a threshold of consumer acceptability.”.
In one possible application Google is considering, it may choose to block all advertising that appears on sites with offending ads, instead of the individual offending ads themselves.
In other words, site owners may be required to ensure all of their ads meet the standards, or could see all advertising across their sites blocked in Chrome.
Google already pays to be part of an “Acceptable Ads” program offered by software company Eyeo GmbH, for example, which develops popular ad-blocking tool Adblock Plus.
In the U.S. Chrome has nearly 47.5% of the browser market across all platforms, according to online analytics provider StatCounter. »
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