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Google has announced details about its next monumental new update
Google has published more details about its next blockbuster update for Google Chrome.
The web browser – which is comfortably the most popular in the world – is set to introduce ad-blocking on its desktop and mobile app, Google has confirmed.
The feature was rumoured back in April, with the California-based technology company staying tight-lipped about the possibility of building in an ad-blocker.
However, Google has now broken its silence and revealed some more details about the upcoming feature.
Senior Vice President of Ads and Commerce, Sridhar Ramaswamy published a blog about the upcoming software update.
"The vast majority of online content creators fund their work with advertising," he wrote.
Chrome is going to war with bad online advertisements – but not until next year
"That means they want the ads that run on their sites to be compelling, useful and engaging – ones that people actually want to see and interact with.
"But the reality is, it’s far too common that people encounter annoying, intrusive ads on the web – like the kind that blare music unexpectedly, or force you to wait 10 seconds before you can see the content on the page.
"These frustrating experiences can lead some people to block all ads – taking a big toll on the content creators, journalists, web developers and videographers who depend on ads to fund their content creation."
Google wants to "build a better web for everyone" and believes "online ads should be better".
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As a result, the hugely-popular web browser will start to block ads – including those owned or served by Google's own almost-ubiquitous ad network – on websites that are not compliant with the Better Ads Standards starting in early 2018.
According to the Better Ads Standards, advertisement formats like pop-ups, auto-playing ads with audio, and adverts with countdown timers all fall under "a threshold of consumer acceptability", so will therefore be blocked by the future versions of Chrome.
In its latest Ad Experience Report, the coalition states: "Extensive consumer input and empirical data shaped the initial Better Ads Standards.
"While the Coalition’s consumer research was designed to identify the least preferred ad types, it also provides insight into consumers’ evaluation of a far broader range of ad experiences, including those more preferred by consumers.
"By focusing the definition of Better Ads Standards on the least preferred ad experiences, the Coalition’s methodological approach leaves open the possibility for continued innovation in the development of new ad experiences."
BETTER ADS STANDARDS
Least preferred ad experiences for desktop web and mobile web, defined by Better Ads Standards
Google is also set to introduce an option for website visitors to pay websites directly – in compensation for the adverts they're blocking.
Dubbed Funding Choices, Google has been testing a similar feature for some time, but it hopes a next-generation of the model will be ready to roll-out alongside its blanket ban on adverts.
The news comes as a vulnerability within Chrome was proven to allow malicious sites to record audio and video without web browser users being aware.
According to AOL developer Ran Bar-Zik, a flaw within the browser enables malicious sites to record audio and video – without giving away that anything nefarious is happening on your computer. Bar-Zik reported the UX flaw to Google, back in April 2017.
Google said the flaw was not a valid security threat. As a result, it would not be rushing out a patch to fix the UX issue, blog The Hacker News has reported.
However, the California-based technology company confirmed it would look to find ways to "improve the situation" with future releases.
"This isn't really a security vulnerability – for example, WebRTC on a mobile device shows no indicator at all in the browser," a Chromium member replied to the researcher's report.
"The dot is a best-first effort that only works on the desktop when we have chrome UI space available. That being said, we are looking at ways to improve this situation."