Google plans to update Chrome with better ad-fighting features

Google plans to update Chrome with better ad-fighting features

Google Chrome is going to war against low-quality ads and autoplaying content with sound next year.

Pop-up ads were the great scourge of the early internet, but we now face a menace that's nearly equal in annoyance: that of infuriating ads that automatically redirect you to different sites while you're middle of reading something else. Chrome will now block those redirect attempts and will show that a redirect was attempted and prevented in an infobar, an example of which you can see in the image below.

For the second protection, coming in Chrome 64, Google has found that many redirects are coming from third-party content embedded in the page. Google admits these sites are effectively circumventing Chrome's pop-up blocker by exploiting how redirects work. Starting with Chrome 65, Google's browser will automatically block this sort of redirect, users' main tabs stay right where they want them.

Google doesn't think its changes will be a bother to "well-behaved" websites. You're surfing the web when suddenly, your browser redirects to an obvious spam landing page.

This isn't an uncommon experience on many websites, but there are some which use this as an opportunity to redirect the original page to another, less legitimate website.


Chrome, the most-used browser according to analytics firms like StatCounter and NetMarketShare, exerts the most power. Thankfully this will no longer be the case as of Chrome 65, Google says.

Starting in January, Chrome builds will also be blocking ads that try to hide links under "play" or "close" buttons. In such a scenario, a user clicks a link to launch a new tab, only to find the page they were just on has turned into an advertisement.

In recent versions, Chrome has implmented various measures to increase security and ensure a good user experience, like preventing content from autoplaying.

Finally, Google will also start blocking those infuriating page elements that are disguised as download or playback buttons, along with blocking invisible overlays that cause you to go to a different page.

Often, Google says, this happens when clicking a link opens the link in a new tab, but the main window redirects to something else entirely.

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