Dark Reading is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them.Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Risk

7/3/2012
01:54 PM
Connect Directly
LinkedIn
Twitter
RSS
E-Mail
50%
50%

Google Plans Button To Block Ads

Feature may put an end to ads that follow you across websites.

Google Nexus 7 Tablet: 10 Coolest Features
Google Nexus 7 Tablet: 10 Coolest Features
(click image for larger view and for slideshow)
Google said Monday it will soon provide users with a capability that has been available for years through third-party browser extensions: the ability to block ads.

Google characterizes this forthcoming feature--available in a few weeks--as a "mute this ad" button rather than an ad-blocking button.

Google's choice of words is imprecise. Muting generally refers to audio made inaudible; it can be applied to the visual realm, but muted colors remain present in a less vibrant shade, unlike muted sounds or muted ads.

Google's mute button, designated by an "[x]" in the upper right-hand corner of some Google Display Network ads, will affect ad visibility rather than audibility. Perhaps Google opted for more figurative terminology to avoid spooking its advertising customers with talk of ad blocking, while still appealing to its end users and regulators.

Google product manager Michael Aiello in a blog post cites ways in which Google has given users more control over the ads they see, such as YouTube's TrueView ad product, which allows users to skip video ads, and Google's Ads Preferences Manager, which allows users to edit advertising interest categories or to opt out of online ads, including remarketing done through the Google Display Network.

[ Google is also trying to turn down the volume on its legal woes. Read Google Proposes Remedies To EU Antitrust Woes. ]

Remarketing refers to the way that advertisers target website visitors based on a cookie file placed at a previously visited website. Google plans to begin deploying its "mute this ad" button on ads delivered via remarketing and interest categories. This will give Internet users the opportunity to silence unwanted ads that follow them from website to website.

Aiello says that the mute button has some limitations. "The muting is not a 100% guarantee you won't see that ad again as a consumer--for example, the same ad could be shown by a different ad company, or the marketer could run a separate campaign targeting specific Web content," he explains. "But we believe it's an early step in the right direction of giving users control over ads, while helping marketers and websites deliver ads that perform better."

Author and ad company entrepreneur John Battelle in a blog post said he was glad to see Google innovating in advertising, even if belatedly. One person commenting on Battelle's post observed that the subtext of Google's announcement was, "Please don't use ad-blockers, because you can choose which ad we will show you."

Here's Aiello's translation of that sentiment: "Online advertising underpins the Web and supports millions of businesses," he said. "It's already unique in the level of control it can offer users."

Comment  | 
Print  | 
More Insights
Comments
Newest First  |  Oldest First  |  Threaded View
Edge-DRsplash-10-edge-articles
7 Old IT Things Every New InfoSec Pro Should Know
Joan Goodchild, Staff Editor,  4/20/2021
News
Cloud-Native Businesses Struggle With Security
Robert Lemos, Contributing Writer,  5/6/2021
Commentary
Defending Against Web Scraping Attacks
Rob Simon, Principal Security Consultant at TrustedSec,  5/7/2021
Register for Dark Reading Newsletters
White Papers
Video
Cartoon
Current Issue
2021 Top Enterprise IT Trends
We've identified the key trends that are poised to impact the IT landscape in 2021. Find out why they're important and how they will affect you today!
Flash Poll
How Enterprises are Developing Secure Applications
How Enterprises are Developing Secure Applications
Recent breaches of third-party apps are driving many organizations to think harder about the security of their off-the-shelf software as they continue to move left in secure software development practices.
Twitter Feed
Dark Reading - Bug Report
Bug Report
Enterprise Vulnerabilities
From DHS/US-CERT's National Vulnerability Database
CVE-2020-13873
PUBLISHED: 2021-05-12
A SQL Injection vulnerability in get_topic_info() in sys/CODOF/Forum/Topic.php in Codoforum before 4.9 allows remote attackers (pre-authentication) to bypass the admin page via a leaked password-reset token of the admin. (As an admin, an attacker can upload a PHP shell and execute remote code on the...
CVE-2020-35198
PUBLISHED: 2021-05-12
An issue was discovered in Wind River VxWorks 7. The memory allocator has a possible integer overflow in calculating a memory block's size to be allocated by calloc(). As a result, the actual memory allocated is smaller than the buffer size specified by the arguments, leading to memory corruption.
CVE-2021-23872
PUBLISHED: 2021-05-12
Privilege Escalation vulnerability in the File Lock component of McAfee Total Protection (MTP) prior to 16.0.32 allows a local user to gain elevated privileges by manipulating a symbolic link in the IOTL interface.
CVE-2021-23891
PUBLISHED: 2021-05-12
Privilege Escalation vulnerability in McAfee Total Protection (MTP) prior to 16.0.32 allows a local user to gain elevated privileges by impersonating a client token which could lead to the bypassing of MTP self-defense.
CVE-2021-23892
PUBLISHED: 2021-05-12
By exploiting a time of check to time of use (TOCTOU) race condition during the Endpoint Security for Linux Threat Prevention and Firewall (ENSL TP/FW) installation process, a local user can perform a privilege escalation attack to obtain administrator privileges for the purpose of executing arbitra...