A seemingly despised situation has been promised to be put an end to by the upcoming version of Google Chrome browser. The situation being none other than the annoying and abusive experiences caused by unwanted advertisements. According to the recent report, the next version of Google Chrome version, Chrome 71 will ban any and all the ads that have been reported to have caused abusive experiences. These abusive experiences are most commonly defined as “buttons designed to intentionally mislead users into taking actions on the web”. With the scheduled release of Chrome 71 in December 2018, the browser’s ad blocker will cut off revenue for the sites that still have these abusive experiences.
Last year Google joined the “Coalition for better ads”, a group that sets specifications for how ads should be prevented or improved. In context to this Chrome 64 and Chrome 68 were released to crack down on the unwanted ads or tabs that could hinder with the user’s activity on the web. It was then discovered that this software couldn’t complete the job as per the users’ requirement.
Google found that more than half of these abusive experiences were not blocked by its current set of protection, and maximum of them involved harmful and misleading ads. These ads seem to be a part of the system software that does not close and in some cases have reportedly accessed private information without the knowledge of the user. The behaviour that is deemed to be abusive is over a range of things, such as ads that mask themselves as system error messages, ads with fake close boxes that actually activate an ad when clicked, and malware. In general, if an ad is particularly misleading, destructive, or intrusive, it runs the risk of being deemed abusive.
Chrome has already made efforts against certain undesirable website actions, by trying to block popups, limiting the auto plays of video, and it also blocks certain kinds of redirection. These measures have been found to be insufficient to prevent misleading or dangerous ads, hence Google is taking further steps to banish them from the Web.
Google had started to block ads including the ones owned and served by itself on websites displaying unwanted or non-compliant advertisements. The strategy used was to cut off the revenue to any site that the chrome finds linked to any abusive experience.
But it turns out that these ads have a system to not displaying the intention until the user has fallen trap to it. So now the strategy used by Google is to enable the operators to check if their site is in the link to the abusive experience, the company will then be given a period of thirty days to eradicate problematic ads. Chrome users can seemingly also override Google’s procedures, should they choose to do so.
Google Chrome web browser is the most widely used web browser on any margin to utilise the benefits of the web, thus giving Google a fairly large circumference to eradicate any unwanted or abusive behaviour. This perk is available to all the chrome users.
Unwanted ads are not only a hindrance on Chrome browser but they pose a threat to any web browser. Since Chrome is widely used with having 61.51% browser market share it can tackle or crack down on such sites with reports of abusive behaviour. But these ads will continue to feature in other browsing software.
Chrome 71, is promising to eradicate the threat posed to the users by these malicious advertisements whose intentions are less than clear. What comes as most surprising to users is that no other company seems to be taking steps to block or cut-off these ads.
Therefore, as a conclusion, measures should be taken by various other web-browser companies under the “coalition for better ads” to result in the complete eradication of harmful ads and pop-ups that can hinder the user’s activity on the web. Eventually, it’s all about providing clean internet experience to billions of users worldwide.