![]() ![]() ![]() And that creates a danger that it could use its power in the browser market to give itself a leg up in the ad market. ![]() The tricky issue here is that in addition to having the internet’s most popular web browser, Google is also one of the biggest companies in the advertising business. “I think we need to do a better job of that as an industry.” “The industry needs to do better at producing ads that are less annoying and that are quicker to load,” he said in 2015. This is something Google CEO Larry Page has been thinking about for years. The company hopes that most publishers will drop the most annoying ad formats from their sites, improving the browsing experience for everyone without many ads actually being blocked. Google is publishing guidelines to help site owners understand which ads are likely to be blocked. Rather, it will block ads that Google considers particularly intrusive. The new Chrome feature, slated to be rolled out next year, won’t block all ads. “It’s far too common that people encounter annoying, intrusive ads on the web,” writes Sridhar Ramaswamy in a Thursday blog post, “like the kind that blare music unexpectedly, or force you to wait 10 seconds before you can see the content on the page.” But it could also raise thorny questions about Google’s growing market power. It’s a plan that could make the web browsing experience better for tens of millions of people. Google has a plan to protect users of its market-leading Chrome web browsers from intrusive ads. ![]()
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