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San Diego, California - Google’s crusade against bad ads will get a powerful new weapon in the coming months as its popular Chrome browser begins blocking various types of redirects where an ad or website suddenly loads a new page.

Google has been cracking down on over-the-top advertising practices for the past couple of years, having gone so far as to create an entire organization, The Coalition for Better Ads, to try and enforce industry-wide standards for online advertising. Soon, Google will roll out an in-browser ad blocker that will prevent users from seeing any ad that Google deems beneath its standards.

Google’s Chrome browser is used by over half of all Americans and its standing in the tech world, and as a search giant, have positioned the company to more or less dictate its terms to the rest of the world. In many ways, it’s Google’s internet, and we’re all just surfing it.

To that end, Google’s objectivity and interests – while often aligned with the greater good – do seem to be worth taking into consideration in this case given that Google makes around 90 billion dollars per years in online advertising revenues before it introduces a feature that will block other companies’ ads.

What Kinds of Redirects is Google blocking?

There will be three types of redirects that these changes will target:

The changes will roll out in three phases, starting with the first two changes in Chrome 64 and Chrome 65, while the third is introduced starting in January.

Frankly, these are all intelligent changes to make. And it’s worth pointing out, what Google is doing with attempting to create online advertising standards is truly noble. We just like to keep everyone honest.