Today Google launched a new version of its Chrome browser with what they call an "ad filter"—which means that it sometimes blocks ads but is not an "ad blocker." EFF welcomes the elimination of the worst ad formats. But Google's approach here is a band-aid response to the crisis of trust in advertising that leaves massive user privacy issues unaddressed.

Last year, a new industry organization, the Coalition for Better Ads, published user research investigating ad formats responsible for "bad ad experiences." The Coalition examined 55 ad formats, of which 12 were deemed unacceptable. These included various full page takeovers (prestitial, postitial, rollover), autoplay videos with sound, pop-ups of all types, and ad density of more than 35% on mobile. Google is supposed to check sites for the forbidden formats and give offenders 30 days to reform or have all their ads blocked in Chrome. Censured sites can purge the offending ads and request reexamination.

The Coalition for Better Ads Lacks a Consumer Voice

The Coalition involves giants such as Google, Facebook, and Microsoft, ad trade organizations, and adtech companies and large advertisers. Criteo, a retargeter with a history of contested user privacy practice is also involved, as is content marketer Taboola. Consumer and digital rights groups are not represented in the Coalition.

This industry membership explains the limited horizon of the group, which ignores the non-format factors that annoy and drive users to install content blockers. While people are alienated by aggressive ad formats, the problem has other dimensions. Whether it’s the use of ads as a vector for malware, the consumption of mobile data plans by bloated ads, or the monitoring of user behavior through tracking technologies, users have a lot of reasons to take action and defend themselves.

But these elements are ignored. Privacy, in particular, figured neither in the tests commissioned by the Coalition, nor in their three published reports that form the basis for the new standards. This is no surprise given that participating companies include the four biggest tracking companies: Google, Facebook, Twitter, and AppNexus.

Stopping the " Biggest Boycott in History "

Some commentators have interpreted ad blocking as the "biggest boycott in history" against the abusive and intrusive nature of online advertising. Now the Coalition aims to slow the adoption of blockers by enacting minimal reforms. Pagefair, an adtech company that monitors adblocker use, estimates 600 million active users of blockers. Some see no ads at all, but most users of the two largest blockers, AdBlock and Adblock Plus, see ads "whitelisted" under the Acceptable Ads program. These companies leverage their position as gatekeepers to the user's eyeballs, obliging Google to buy back access to the "blocked" part of their user base through payments under Acceptable Ads. This is expensive (a German newspaper claims a figure as high as 25 million euros) and is viewed with disapproval by many advertisers and publishers.

Industry actors now understand that adblocking’s momentum is rooted in the industry’s own failures, and the Coalition is a belated response to this. While nominally an exercise in self-regulation, the enforcement of the standards through Chrome is a powerful stick. By eliminating the most obnoxious ads, they hope to slow the growth of independent blockers.

What Difference Will It Make?

Coverage of Chrome's new feature has focused on the impact on publishers, and on doubts about the Internet’s biggest advertising company enforcing ad standards through its dominant browser. Google has sought to mollify publishers by stating that only 1% of sites tested have been found non-compliant, and has heralded the changed behavior of major publishers like the LA Times and Forbes as evidence of success. But if so few sites fall below the Coalition's bar, it seems unlikely to be enough to dissuade users from installing a blocker. Eyeo, the company behind Adblock Plus, has a lot to lose should this strategy be successful. Eyeo argues that Chrome will only "filter" 17% of the 55 ad formats tested, whereas 94% are blocked by AdblockPlus.

User Protection or Monopoly Power?

The marginalization of egregious ad formats is positive, but should we be worried by this display of power by Google? In the past, browser companies such as Opera and Mozilla took the lead in combating nuisances such as pop-ups, which was widely applauded. Those browsers were not active in advertising themselves. The situation is different with Google, the dominant player in the ad and browser markets.

Google exploiting its browser dominance to shape the conditions of the advertising market raises some concerns. It is notable that the ads Google places on videos in Youtube ("instream pre-roll") were not user-tested and are exempted from the prohibition on "auto-play ads with sound." This risk of a conflict of interest distinguishes the Coalition for Better Ads from, for example, Chrome's monitoring of sites associated with malware and related user protection notifications.

There is also the risk that Google may change position with regard to third-party extensions that give users more powerful options. Recent history justifies such concern: Disconnect and Ad Nauseam have been excluded from the Chrome Store for alleged violations of the Store’s rules. (Ironically, Adblock Plus has never experienced this problem.)

Chrome Falls Behind on User Privacy

This move from Google will reduce the frequency with which users run into the most annoying ads. Regardless, it fails to address the larger problem of tracking and privacy violations. Indeed, many of the Coalition’s members were active opponents of Do Not Track at the W3C, which would have offered privacy-conscious users an easy opt-out. The resulting impression is that the ad filter is really about the industry trying to solve its adblocking problem, not about addressing users' concerns.

Chrome, together with Microsoft Edge, is now the last major browser to not offer integrated tracking protection. Firefox introduced this feature last November in Quantum, enabled by default in "Private Browsing" mode with the option to enable it universally. Meanwhile, Apple's Safari browser has Intelligent Tracking Prevention, Opera ships with an ad/tracker blocker for users to activate, and Brave has user privacy at the center of its design. It is a shame that Chrome's user security and safety team, widely admired in the industry, is empowered only to offer protection against outside attackers, but not against commercial surveillance conducted by Google itself and other advertisers. If you are using Chrome (1), you need EFF's Privacy Badger or uBlock Origin to fill this gap.

(1) This article does not address other problematic aspects of Google services. When users sign into Gmail, for example, their activity across other Google products is logged. Worse yet, when users are signed into Chrome their full browser history is stored by Google and may be used for ad targeting. This account data can also be linked to Doubleclick's cookies. The storage of browser history is part of Sync (enabling users access to their data across devices), which can also be disabled. If users desire to use Sync but exclude the data from use for ad targeting by Google, this can be selected under ‘Web And App Activity’ in Activity controls. There is an additional opt-out from Ad Personalization in Privacy Settings.