‘Broad alliance considers blocking the most annoying advertisements’

The alleged ad-blocker that Google plans to implement in Chrome appears to be part of a larger offensive against the most annoying forms of Internet advertising. An alliance of, among others, Google, Microsoft, Facebook and advertisers is discussing technical measures.

The discussion is taking place within the Coalition for Better Ads, which includes Google, Microsoft, Facebook, Procter & Gamble, Unilever, GroupM, Thomson Reuters, The Washington Post and the ad industry advocacy groups: the Interactive Advertising Bureau and the Association. or National Advertisers. Stu Ingis, advisor to the coalition against Ad Age, reports this.

According to Ingis, there will be a ‘blocking mechanism’ or other technology before the end of the year that should prevent annoying advertisements from being shown any longer. “The ultimate goal is to remove these forms of advertising that undermine consumers’ internet experience,” said Ingis. An independent review body, he said, should ensure that the technology works and does not favor a single company.

Research by the Coalition for Better Ads shows that internet users are particularly bothered by advertising videos with sound, pop-ups and flashy animations. The coalition has already established a list of acceptable advertising methods.

On Thursday, a rumor appeared that Google wants to build in an adblocker in Chrome and turn it on by default. The reason given was that Google wants to prevent users from switching to another browser that does offer the function or installing an adblocker as an add-on.