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Google, an ad company, will soon block 'bad ads' in Chrome

While ad-blockers may be the most popular extensions for Chrome on the desktop or your Chromebook, the Android app has been left out of the picture. That might be changing according to the Wall Street Journal.

Alphabet Inc.'s Google is planning to introduce an ad-blocking feature in the mobile and desktop versions of its popular Chrome web browser, according to people familiar with the company's plans.The ad-blocking feature, which could be switched on by default within Chrome, would filter out certain online ad types deemed to provide bad experiences for users as they move around the web.

The ads that offer the bad experience will be defined by the Coalition for Better Ads which released a list of best practices and standards in March 2017. They think that pop-ups, auto-playing videos with sound, and ads that use a countdown before they can be dismissed are all bad. We couldn't agree more.

It's also suggested that Google will block every ad on a site with a rule-breaking one so that site owners and advertising companies will better police the advertising. This may prove problematic, but it's still just rumored at this point.

A move like this would be in Google's best interests because when all the bad ads are gone more people will be willing to see the rest. That could also pose some regulatory issues, as the company who makes ads also makes the browser and the software that decides which ones to block.

Supposedly this new feature could be coming within weeks. We're as excited for it as you are, and will let you know more as soon as any word arrives.

Jerry Hildenbrand
Jerry Hildenbrand

Jerry is an amateur woodworker and struggling shade tree mechanic. There's nothing he can't take apart, but many things he can't reassemble. You'll find him writing and speaking his loud opinion on Android Central and occasionally on Twitter.

50 Comments
  • Would be awesome! I have no problem looking at ads but some sites....looking at you AC.... try to choke so many ads that people with crappy connections (hi) have a hard time navigating. cant wait til chrome on mobile supports full on extensions.
  • Agreed. Thankfully, I have Adguard :)
  • How does AdGuard work exactly? Is it an app from the play store, or is it a feature that requires root?
  • VPN. Not found in the PlayStore. No Root required
  • Not sure I'd trust an "VPN" that I have to install from random places. I'd suggest using the "Brave" browser or I think FDroid has an adblocker. I'd trust FDroid as they scrutinize everything, and an adblocker can be done easily with the hosts file, or a "VPN" that doesn't use some server to block ads, but does so on the phone itself.
  • Adguard was available in the play store but was removed a week after release along with other adblockers: https://blog.adguard.com/en/google-removes-adguard-android-app-google-play/ Again, as stated, Adguard does create a dummy VPN on the phone itself. Here is a snip from the Android versions page. "How does Adguard protection work?
    Adguard filters your browser’s traffic by blocking requests to phishing and malicious websites and removing intrusive browser advertising. Adguard can use two modes of traffic filtering. — Local VPN mode. — Local HTTP proxy mode. Local VPN mode If you are using this mode, Adguard does not need ROOT privileges to carry out filtering. At the same time, a VPN-server is located on your device, so that there is no need to pass your traffic through a remote server in order to filter it. Local HTTP proxy mode In this mode, Adguard launches a local HTTP proxy server on your device. This mode is recommended if you use a rooted device. Otherwise, manual adjustment of an HTTP proxy will be needed to use this mode, the filtering in mobile networks (Edge/3G/4G) will also be impossible."
  • It creates is own VPN within the device and filters everything. Has a great firewall, you can block any access to the internet by any app thereby choking unwanted traffic. I love it.
  • i tried that fo ra while.... just not sure i trust it. creating a vpn on my phone and it literally filters EVERYTHING you do... how do i know it doesnt send that info somewhere when i am not using my phone? I dunno. Worked pretty good when the tinfoil hat wasnt getting int he way!! lol
  • It also creates a persistent notification which is really aggregating. Best to stick with browser based adblockers in my opinion.
  • Don't worry, it's not sending data back to Adguard. The only thing it does is update filter lists. The VPN redirects the ad servers to a non existent host
  • Only downside to adguard is that it adds alot of latency. I went from 60ish ping normally to 150 plus.
  • I agree. Some of the AC ads are very annoying. It drives me nuts when I navigate to a page, start scrolling down through the article and then several seconds later the window dims and I have to scroll back up to the top to find the ad that popped up so I can close it. Their ad server is slow and it's very disruptive when a delayed advertisement pops up.
  • not to mention just the sheer amount they try to push... i have a 3mb (fastest i can get) connection and just watching the ad servers load stuff in the bottom left of the page is maddening. Not this bad on almost any other site i visit
  • Agreed
  • Lol well...I'll be the one to say it...porn on mobile will be a lot better with those kind of ads dealt with XD
  • What's the definition of "bad" they're using? "Ads that don't make Google any money"?
  • There are no bad ads at Google because they don't make bad ads... All ads mentioned in the article are bad way of doing ads. It's just common sense
  • It's not a matter of what ads Google makes. They do adsense and doubleclick and use it to make money and track your interests. They could easily "accidentally" block other ad services the same way Microsoft "accidentally" broke competing DOS/Windows applications.
  • Exactly what I am thinking but surely that would get them in trouble.
  • Would it? Companies get away with murder all the time. Google is an ad company. The temptation to do what it takes to make sure everyone advertises through their services will be immense.
  • its not just their ads that they are allowing. Any ad that doesnt suck you resources or just suck in general... (like the FN SCROLLING ADS ON MOBILE ON THIS SITE). The content of the ad isnt the issue but how its presented to the user. As long as its not messing with teh user experience its ok. But like they said in the article, auto playing video, ads that you have to wait to continue, you know... all the ads that irritate you when you are surfing.
  • The content does matter. The Outbrain, Taboola and Revcontent advertisements are horrible.
  • Hopefully ads that force mobile redirects are also blocked.
  • This, I hate those ads more than all others.
  • This is great news! Blocking ads is the only reason I need root at the moment.
  • Theyre only going to be blocking non-google ads, or force you to buy Chrome Plus to get rid of thier ads too.
  • Well it looks like I'll still need to root then.
  • Nonsense. Just stop
  • you have no idea what you are talking about
  • This can't happen soon enough!
  • oh the irony of having to dismiss a pop up ad to read this article.
  • meh. I switched to Firefox and installed uBlock Origin. I've never looked back. It's a solid browser and it syncs between desktop and mobile. Works for me. (There are ads on AC?)
  • Thanks for the tip. I just installed uBlock Origin on my browsers.
  • I stopped using Chrome because of the issue with ads. Firefox is my go to.
  • I don't want to give out personal information so no details, but Chrome has broken a number of applications my employer creates, and this has happened multiple times. These apps have always worked and still work fine on Firefox. Google screws up Chrome on a regular basis, and it's a constant moving target for add-ons, plugins, and applications.
  • This is what I want..
  • Interesting to see this implemented, I always hated pop ups and malware crap that ad lock plus still fails to get.
  • AdBlock Plus is terrible
    uBlock is the way to go
  •  "ads that use a countdown before they can be dismissed are all bad". Like the ones that I have to watch on YouTube before the video plays?
  • i was just about to comment this! does this mean youtube won't have ads like those anymore soon? hoepfully!
  • Yes please, this couldn't get here fast enough.
  • Adguard. Adguard. Adguard. 10 bucks a year. Great firewall. Tons of settings. No root. No more ads, including u-toob!
  • But a big fat persistent notification that you can't get rid of.
  • Or you could just use Brave browser instead.
  • I use Dolphin with its ad blocker on my mobile devices. Beyond that, I have a Pi-Hole setup on my home network for all around ad blocking.
  • It's worth noting that Google is a prominent member of the Coalition for Better Ads. That's not a bad thing in and of itself, given how large of an ad network they manage. But this essentially means that Google is using their own definition of "good" to block "bad" advertisements from the world's most popular browser. That's ripe for abuse.
  • I don't mind ads in magazines, newspapers, etc. Cause they don't get in the way. But could you imagine if they put ads on top of the articles and you had to peal them off to read the article? Or it they was to fall out onto the ground when your reading your magazine.... Wait that happens and it's annoying. Joking aside, ads are ok if they are tasteful and not ruin your experience.
  • Brave browser. It's built off of Chrome source so it IS chrome. But has built in ad block.
  • I need an adblock that cant be detected by sites that prevents me from using their sites. so many sites want me to whitelist or turn off my Ad Block, AC isnt as intrustive they have a notice and ask you but if you say no they dont prevent it, other sites require you to login into facebook otherwise you cant use the site and other refuse to let you use the site at all if you dont turn it off
  • Isn't this a conflict of interest? Google has a majority of the browser market, and just about the only ads guaranteed not to be blocked are Google's own. I'm sure regulators won't be happy about this, especially in Europe.