The decision on which websites end up having their ads blocked is ultimately up to Google. Google Safe Browsing identifies websites that don’t meet the Better Ads Standards through automated tests. Google would be granted incredible powers over the ad-funded web economy if the other leading web browsers were to enforce The Coalition for Better Ads’ will through Google Safe Browsing. Google’s decisions on whether or not to block advertisements on a website will make a huge impact regardless of whether other web browsers decide to build on Safe Browsing data and build in an ad-blocking system similar to the one in Google Chrome. The big question then becomes: should other web browsers allow Google to make decisions regarding which websites can be monetized with advertisements on the public web? Google have effectively granted themselves the capability to decide who makes it on the ad-funded web.Ĭhrome had a dominating 55 % of the global web browser market share across all devices at the end of 2017, according to StatCounter. However, I expect we’ll see Google provide this to other web browsers and applications in due time. All but the most fringe of web browsers includes a protection service like Safe Browsing.Īs noted in my article on the new ad-blocker in Chrome, the public API for Google Safe Browsing doesn’t yet allow third-party programs to use the Better Ads standards compliance data.

Google Chrome will begin enforcing the Coalition’s will this week through automatic ad-blocking on websites identified as non-compliant by the Safe Browsing service.įirefox, Google Chrome, and Safari have one thing in common: They all rely on the Google Safe Browsing service to help protect their users against fraud, phishing, and malware. Other web browser vendors, such as Alibaba Group (UC Browser), Apple (Safari), Mozilla (Firefox), and Yandex (.browser) aren’t coalition members at the time of publication. The Better Ads Standards is defined by the Coalition for Better Ads where Google and Microsoft are board members. Google has expanded its Google Safe Browsing fraud/malware protection service to identify a new type of threat to the web ecosystem: websites with advertisements that don’t comply with the Better Ads Standards. However, should other web browsers grant Google the ability to decide which websites can and can’t make money from advertising? I’ve no doubt that Google will achieve its stated goals of improving user experience across the web and reduce the number of people who install ad-blockers. Google has granted itself the ability to take away advertising as a revenue stream for websites that don’t agree with its vision for how advertising on the web.

New firefox blocking every website 2018