The Google Chrome Ad blocker has been released, a new feature of Chrome means intrusive adverts can now be blocked by users.

Google makes  massive amount of money from advertising, so the Google Chrome Ad blocker will not restrict all adverts, only those that are ruled as intrusive and annoying. Those are naturally subjective terms, so how will Google rule what constitutes ‘intrusive’?

One of the first reviews carried out by Google is whether adverts on a webpage breach the standards set by the Coalition for Better Ads – a network of trade organizations and online media companies committed to improving the online experience for Internet users.

The Coalition for Better Ads has classified ad experiences that rank the lowest across a range of experience factors and has established what is acceptable. These standards include four types of adverts for Desktop users: Popup ads, auto-playing videos with sound, prestitial ads with countdowns, and large sticky ads. There are eight categories covering mobile adverts: Popup ads, prestitial ads (where ads are loaded before content), prestitial ads that include countdowns, flashing animated ads, auto-playing videos with sound, full screen scrollover ads, large sticky ads, and an ad density greater than 30%.

Google Chrome reviews webpages against these standards. If the page has none of the above advert categories, no action will be implemented. Google says when 7.5% of ads on a site breach the standards the filter will kick in. If the above standards are violated the site get a warning and will be given 30 days to address this. Site owners that do not pay heed to the warning and fail to take action will have their sites added to a list of failed sites. Those websites will have the adverts blocked, although visitors will be allowed the option of loading adverts on that site.

The aim of the Google Chrome Ad blocker is not to restrict advertisements, but to urge site owners to comply with Better Ads standards. Google reports that the danger of ad blocking has already had a positive effect. Before the Google Chrome Ad blocker was even made available, Google says 42% of sites with intrusive adverts have already made changes to bring their sites as per Better Ads standards.

The move may not have been one Google wanted to enact, but it is an important step to complete. Intrusive adverts have become a major nuisance and web users are taking action by downloading ad blockers. Ad blockers do not rate ads based on whether they are annoying. They restrict all adverts, which is obviously bad for companies such as Google. Google made $95.4 billion dollars from advertising last year and growing use of ad blockers could make a serious dent in its profits. According to figures released by Deloitte, 31% of users in the United States have already installed ad blockers and the figure is expected to rise to a 33% of all computers this year.

Why Businesses Should Consider Using a Web Filter

For companies, adverts are more than a simple annoyance. Some adverts pose a serious security threat. Hackers use malicious adverts to bring end users to phishing websites and webpages hosting exploit kits and malware. Termed malvertising, these adverts are a major danger. While it is possible to use an adblocker to stop these malicious adverts from being displayed, adblockers will not stop other serious web-based threats. For greater web security, a web filter is necessary.

A web filter can be set up to block categories of website content that employees have no need to view during the working day. The filter can also be configured to block websites/webpages known to be used for phishing or malware distribution and can block downloads of specific file types such as JavaScript and other executable files: Files that are often used to download malware. WebTitan also allows companies to reduce the risk from malvertising without having to download ad blockers.

By carefully managing the web content that can be viewed by employees, businesses can greatly enhance web security and block the majority of web-based dangers.

For more details on blocking malicious and undesirable content, get in touch with the TitanHQ team today to find out more.