Google Chrome hopes new ad con­trols will cre­ate a better over­all ex­pe­ri­ence

USA TODAY US Edition - - MONEY - Brett Molina

Start­ing Thurs­day, users of Google’s Chrome Web browser might start see­ing fewer ad­ver­tise­ments.

The com­pany said it will roll out new con­trols based on Better Ads Stan­dards pulling ads that fail to meet the re­quire­ments.

It’s part of The Better Ads Ex­pe­ri­ence Pro­gram, or­ga­nized by the Coali­tion for Better Ads, which count Face­book, Google and Mi­crosoft as board mem­bers, as well as news pub­lisher News Corp. Its goal is to push pub­lish­ers to drop the worst kind of ads, ones that drive users to in­stall blan­ket ad block­ers.

The stan­dards fo­cus on 12 types of ads users find an­noy­ing, such as “large sticky ads,” ones that au­to­mat­i­cally play a video, or presti­tial ads pop­ping up with a timer, of­ten re­quir­ing the user to hit an “X” be­fore ad­vanc­ing to the ac­tual page.

When a user reaches a site where ads have been blocked, they will re­ceive a no­ti­fi­ca­tion within the browser, along with the op­tion to “al­ways al­low ads on this site.” Sites also will be reg­u­larly eval­u­ated, with grades such as “pass­ing,” “warn­ing” or “fail­ing.”

Typ­i­cally, Web users would in­stall third-party ad block­ers, which can cause headaches for Web pub­lish­ers who rely on ads as a key source of rev­enue.

In a blog post by en­gi­neer­ing man­ager Chris Bentzel, the ul­ti­mate goal isn’t to block ads but to urge pub­lish­ers to cre­ate a better over­all ex­pe­ri­ence.

Con­sumers may see fewer ads on Google’s Chrome browser. PAUL SAKUMA/AP

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