![]() ![]() For example, pages that have more ads than content at the top automatically get downgraded in Google search results. Google is trying to use its clout to squash intrusive adsįor years, Google has tried to use its influence to raise standards across the web. Any effort to get rid of them could be seen as a good thing.”Īntitrust officials are likely to decide they have bigger issues to worry about, Patterson predicts. “It's hard to see a court getting really agitated about Google trying to eliminate annoying ads,” he says. ![]() But he doesn’t think Google has much to worry about on the regulatory front. ![]() Patterson worries about a private company having so much power over the kinds of ads that appear online. “This is dictating what sort of ads will be permitted if you use Chrome.” And given Chrome’s popularity, those rules are likely to become de facto standards across the web. “Google has a lot of power,” says Mark Patterson, a Fordham legal scholar who has written a book on antitrust in the internet age. 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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