Google confirms ad block WILL be added to Google Chrome – but there’s a catch

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– Ad blocker to be included in Google Chrome by 2018
– Described more as a ‘filter’ rather than blocker
– Users with third party ad blockers could be forced to PAY extra to view content
– Targets sites which serve bothersome ads

Google has confirmed it will include a built-in ad blocker to its Chrome web browser.

However, unlike many third party ad blockers, Google’s version is said to be more of a quality filter, rather than all out ad blocker, it has been reported.

According to the Wall Street Journal, the Chrome adblock will filter out ads that are bothersome to users.

Google will inform site owners and publishers of any offending ads that may be on their site.

Ads which are unacceptable include pop ups, autoplaying video ads with sound and ads that count down before they can be closed.

Meanwhile, CNBC reports that Google will also present an option for users to pay to remove ads from a webpage.

Publishers will be invited to participate in a program called Funding Choices, which will initially be available to publishers in North America, U.K., Germany, Australia and New Zealand, Google said.

The program targets users who use third party ad blockers.

When a user with a third party ad block visits a site participating in the program, they will be presented with a message that asks them to turn off their ad blocker to be able to view the website or “pay for a pass that removes all ads on that site through the new Google Contributor.”

Google will then take a 10 percent cut if the user decides to pay the fee, CNBC reported.

However, if the user chooses not to pay the fee nor switch off their ad block, they will not be able to view the site.

User will need to sign up for Google Contributor and will need to be signed in to Google Chrome in order to see the prompt asking them if they want to remove ads.

They will also need to have their ad block enabled. Failure to comply with these three steps will mean they will be displayed ads as normal or won’t be able to access the site in question.

The website Business Insider is reportedly already part of the program.

While the introduction of an built in ad blocker to Google Chrome is likely to be welcomed some by users, the revenue generated by online advertising is vital for publishers to be able to provide users with free content and services online.

However, Google’s ad block could be seen as the first step in improving the standards of online advertisements for both users and publishers.

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