My problem is that Google was a founder of Better Ads and its designed to 1) protect their ad business, 2) stop people from wanting ad blockers, and 3) make the web nicer. Huge emphasis on #1.

Whenever you have the browser maker, and punitive actions controlled by the same party, and arbitrarily, its a recipe for disaster.

If Google really cared, they should spin Chrome off to a foundation, provide it a large amount of funding, and totally step aside.

Having the #1 web browser and the largest ad network, controlled by Google, even if you agree with what they are doing, is a recipe for disaster.

Google, of course, MUST protect its ad business, let's call his what it is.

> Whenever you have the browser maker, and punitive actions controlled by the same party, and arbitrarily, its a recipe for disaster.

Judge, jury, and executioner as they say.

So because of who they are Google should not be allowed to attempt to improve the quality of ads on the internet?

Why would Chrome being run a foundation that is funded overwhelmingly by Alphabet make a difference? Chromium is already public -- aren't there already forks that focus on privacy and ad blocking?

Google owns the DoubleClick platform - the largest ad server with the most sites and running the biggest ad exchange in the world. They approve, serve, and support all of the intrusive ad formats in the first place, even on their own websites.

This is absolutely not about quality but a political move to counteract ad blocking extensions and companies. While the intent seems noble, it's likely to cause no real improvements compared to better existing options like not serving these formats at all.

As long as websites display annoying ads, people will have the incentive to use ad-blockers, no matter how polished and non-intrusive DoubleClick ads be.

I don't think DFP is the biggest culprit of annoying ads. If they were,Google would definitely have taken the less controversial option of imposing stringent rules around DFP creatives. The biggest culprits are the up and coming ad networks that try to differentiate themselves and deliver big numbers for clients by providing super high impact ads.

That may be so. But it is also illegal to piss at the end of the platform in the NYC subway.

You don't see a massive conflict of interest here?

Sure, I just don't see why that should be disqualifying. If they are too shy about blocking ads, then most users will not even perceive that this feature exists and the status quo is unchanged. If they block even a handful of the worst offenders, it's a win for Chrome users. And if those blocks encourage people to clean up their act then it's a win for everyone.

I don't know. Maybe there is still a small benefit but I think their main reason for participation is to steer the effort into a favorable to them direction. Some benefits will come out of it but any real progress will be blocked or massively watered down because it would cut into their bottom line.

For example, how could we ever confirm that Google treats reports on its ads the same as reports on other ads? It's unlikely that we will be able to make that confirmation, and should probably instead assume they are not treating them the same and insist that Google prove that they are. Err on the side of caution and all that.

>Sure, I just don't see why that should be disqualifying

The same reason every conflict of interest is a problem. You're not advocating for what's best for the side you are supposed to be representing because you are also representing a self interest.

So the question is who if not Google? If Google steps aside, who?

This like trying to something about the opioid epidemic. It's hard to find money so let's just take money from opioid manufacturers.

I get the point, but what's the solution exactly then? The fundamental problem lies in how ads industry works and how the psychology of ads work. Given Google owns one of the largest ad platform, it has the "power" to decide how an ad should be displayed, right? Because of conflict of interest, then what is the solution? Every problem has to have some solution. The argument here and above is driving us into a circle - no one knows, so Google is the "obvious" choice. I don't want to see ads myself, tbh, and this announcement doesn't really make a big difference anyway, but I am specifically asking if not Google, who and what's next?

I think we should use ad blockers.

The users installing ad blockers were doing okay

Microsoft had a policy "Embrace, extend, exterminate". One could suspect that Google tries something similar here.

These are good points. I think the reason this kind of conflict really rubs the wrong way is because these kinds of things tend to have sour legacy effects at inopportune moments.

Self-regulation should always come with a clear, convincing, and transparent rationale.

There isn’t an INTRINSIC conflict of interest. The ideal is fewer, more expensive ads with higher conversion rates. Is there a stable operating point, though?

Could you please not use allcaps for emphasis in HN comments? This is in the site guidelines: https://news.ycombinator.com/newsguidelines.html

Don't forget that Goggle needs exponential growth to support its stick price. They can't aim for a stable point. They need growth at almost any cost.

In order to actually protect Chrome from Google influence, it would need to switch to the Firefox model: Selling default search to the highest bidder. It might, then, still be Google. But other search engines could bid for their share, and it would prevent Google from lowballing their funding.

(Also, imagine the hilarity if the default search of Chrome ever became Bing.)

> The list is totally opaque (I am wrong, see EDIT 2 below)

As you noted, this is false. See https://developers.google.com/ad-experience-report/

> They use the hard work of people like EasyList and subjectively apply it (though not that big of a deal, they do make it free/open for all uses after all)

Again, I don't see the problem here. As you said, EasyList is free and open. It seems like your objection is just that you don't like the way its being used?

> They build it into the browser instead of as an extension or working with the existing ad-block community

I'd actually consider this a huge win. Everyone gets it by default (though you can turn it off in settings if you want), and it works on mobile, which doesn't currently allow extensions. What's your actual concern here?

> think a coalition can be an on-by-default gatekeeper of good or bad web items I'll never understand. At this point, I have a hard time separating browser from ISP wrt end user control and limited choice

There's a reason browsers are called the "user agent"; it's because their purpose is to make decisions and perform actions on behalf of the user. If a browser vendor wants to block ads on behalf of the user on sites which they deem to be using those ads in an abusive manner (and the standards for what is considered "abusive" in this case are actually pretty clear-cut: https://www.betterads.org/standards/) I don't see a problem with that. If you as a user don't want your user agent behaving that way, you can either tell it to stop (chrome://settings/content) or get yourself a new user agent. (And both of those actions are significantly easier than they are with your ISP I might add.)

> Again, I don't see the problem here. As you said, EasyList is free and open. It seems like your objection is just that you don't like the way its being used?

Not really my objection, I just wonder if it's the objection of the people putting in the work on those lists. I personally don't think it's a big issue.

> I'd actually consider this a huge win. Everyone gets it by default (though you can turn it off in settings if you want), and it works on mobile, which doesn't currently allow extensions. What's your actual concern here?

A bigger win would be to allow mobile extensions. It's strange to use a decision Google makes as a reason Google has to do something this way instead, ha. That it's on by default makes those of us on the non-user side of the web wary of the slippery slope of browsers not being neutral about what is shown to our users.

> I don't see a problem with that. If you as a user don't want your user agent behaving that way, you can either tell it to stop (chrome://settings/content) or get yourself a new user agent.

I'm more concerned with the site developer side than the user side. If something ships to millions of users and begins to exercise non-neutral control over content, you should become concerned. It's like TVs constantly updating a list of shows they won't allow to be shown on their TV. You might tell a user to go change the settings of the TV, but as a someone making the video, would you not be concerned? Or glasses that limit some of what you get to see by default, or headphones that disable some of what you get to hear by default, or cars that don't allow you to enter some areas by default, etc. I hope it's clear that conduits like these need to remain neutral.

Okay, yeah. Looking at it from a site developer's perspective I can see where you're coming from. In fact, I'm certain that many sites which do display Annoying Ads[1] are going to be pretty ticked off by this move.

However, I think the type of "content" Chrome is discriminating against here is pretty far removed from what most users would consider "content". They're not basing the decision on whether to block ads on a news site on the _content_ of its articles, but on the placement of its ads.

To the extent that ads can be considered "content" then yeah, Google's not being content-neutral here, but while site owners might consider ads to be "content", I suspect most users don't.

It's a pretty similar situation with Google's Safe Browsing system. While a malicious site operator might consider malware to be "content", malware is almost certainly not the sort of content the user came to the site for.

[1]: https://www.betterads.org/standards/

An analogy is TV channels being regulated about the amount of time they are allowed to show ads.

While I would also personally prefer this functionality as an extension rather than as "bloatware" (although it's not exactly useless), I believe having it built-in will better the majority of Chrome users who are not savvy (or aware) enough to install extensions, which as of Dec 2010 was only 1/3 of Chrome users (the most recent stats from Chromium I can find) [1].

[1] https://blog.chromium.org/2010/12/year-of-extensions.html

Unlike some others, I don't doubt the good intentions this road is paved with. But to keep with the NN analogy, less savvy users would also prefer paying for a cheaper, more restricted internet.

For anyone curious why Google chose to implement it this way, it's because they're using a bloom filter for the first check. This is much more space efficient than storing the entire list in memory.

>secret safe browsing lists

Isn't there an open API for querying this information, as well as their webapp? It can't be all that secret.

https://transparencyreport.google.com/safe-browsing/search

If you want to see how flagged site info looks like, use this link: http://livetvcafe.net/video/7RDR4DAYSBMO/Fox-News

Unfortunately.. I don't see a dispute button. If Google won't let you dispute like blacklisted mailserver, I see class action lawsuits because ultimately with such high % of market share, Google and his pal Chrome will decide whether your business thrives or dies.

Only one site at a time. I want to see them all. Other ad blockers let me do this with their lists. Google is no stranger to supporting big list downloads. They are choosing not to and should not be defended. Sure they can say they don't want the offenders to know they are offending, but they can find that out anyways. I think in reality, they want to maintain the keys to the lists which means not giving it away and keeping it secret.

That's assuming that it's a simple process to publish a huge list. Keep in mind that Safe Browsing is much more complex than an adblock list. They allow actions from site owners via Search Console, and track many types of threats (phishing sites, malicious downloads).

My guess would be there isn't a simple canonical list, and it's more of a heuristic evaluation where certain thresholds will trigger site warnings.

In this case an API would be more up-to-date, and less computationally expensive than serving large, always-changing lists. It was likely just the more logical choice. Though I'm assuming the new ads functionality uses the same Safe Browsing infrastructure.

>Sure they can say they don't want the offenders to know they are offending

Actually not the case at all. They send alerts to sites that are affected by Safe Browsing via Search Console.

>That's assuming that it's a simple process to publish a huge list.

>In this case an API would be more up-to-date, and less computationally expensive than serving large, always-changing lists.

Like Google search?

I fail to see whats hard about returning a large list of items. Its their entire organizations' core competency.

Google Search works like an API. You search the keyword, they run it through their algorithms. There's no download of their entire search index because that would be impossible.

The website here:

https://transparencyreport.google.com/safe-browsing/search

Makes you type-in a single URL. There is no way to use a keyword to get a list of items back. My point is that it should be trivial for google to do this, since this is their core competency.

I fail to understand whats so special about maintaining a tiny list of website URLs that anybody can access at any time? I'd wager you can fit 10+ million URLs per GB. The wayback machine has 300 billion+ pages of full page historical content and you can access all of it. This is entirely within Google's wheelhouse. Certainly, there could be other factors to not handout the list, but I'm merely speaking about the engineering aspect here.

All true. And I have found a place to obtain the list (see other comments). I do think the list as it relates to how the browser uses it is not that complex (is or isn't an "unsafe" or "bad ads" site).

>That's assuming that it's a simple process to publish a huge list.

Oh please. Claiming Google can't publish a giant list is really disingenuous. The question is really if they want to or not.

I didn't say they couldn't. What I said is that such a list wouldn't make as much sense because it would always be out of date. A programmer looks at that problem and sees that an API makes more sense.

I downloaded the entire list via the API just fine. What is the difference between an API and a download? Answer: authorization control. It doesn't have to be a fixed file on their side...a URL can serve just what the API does like a download. But then they wouldn't know who wanted it.

> I should note that this is the same mechanism by which the safe browsing lists work that tell you a page may be bad. For consistency, I disagree with that too of course, but I find the motives and targets here to be much more sinister.

Out of curiosity what is your objection to the Safe Browsing lists?

I personally have my router blocking sites at the IP level and DNS rejecting queries for domains off this list.

I can't remember the last time I couldn't visit a site because it was on the list but with the prevalence of zero-day malware and naive users on my network, I'd rather just not even deal with the potential.

> Out of curiosity what is your objection to the Safe Browsing lists?

The gatekeeping and phoning home (even though it is privacy conscious). But it's not a strong objection. In general I prefer browsers to be neutral by default and make no HTTP requests behind the scenes, but I acknowledge that's unreasonable for most users. It's less about my personal objection and more about an objection to on-by-default corporate decision making being deployed to millions of users.

While safe browsing hasn't come under much scrutiny due to its limited scope and that it hasn't been abused, I suspect it won't be long before someone's site has its ads blocked unfairly by the coalition. I understand with human review and pending-vs-actual-blockage incubation they are attempting to alleviate false positives, but the internet is too large IMO and the rules are subjective (so I can have a site with a 29% ad density?).

This seems like asking the fox to guard the chickens.

Right now, per your metaphor, all the chickens are being eaten. It's a clusterfuck out there with some of these ads. But I also don't want to go the opposite way and (to extend the metaphor) have a fox so vicious, it keeps _myself_ away from the chickens (a la AdBlock extensions), such that my favorite websites go away because I'm not supporting their revenue stream.

Google does not have an interest in showing you shitty ads. They have an interest in providing their clients with ads that are acted upon and that web users appreciate, and they have an interest in having a browser that does that with as little friction as possible.

I'd say their incentives are perfectly aligned with ours.

>I'd say their incentives are perfectly aligned with ours

Speak for yourself. I hate advertising and would rather see that whole revenue method burn to the ground and pay the $2/mo or whatever to use my favorite services.

Ads have ruined everything they have touched (radio, satellite radio, TV, cable TV, satellite TV, magazines, highway scenery, etc) and they are well into the process of ruining the internet.

In addition to bloating every site and exposing you to higher malware risk, they encourage companies to violate your privacy as much as possible and exploit psychological weaknesses to get you to buy stuff you didn't want or need to begin with.

Google's incentives are to spread this poison so they are not aligned with mine at all.

Be careful what you wish for, your favorite services might not exist without advertising. Sure, you might be willing to pay for the service, but would enough people be willing to pay to keep the service afloat? Probably not in a large number of cases. Advertising is the necessary evil that keeps the internet afloat.

If my favorite services are not sustainable in a subscription model then I would rather they die off until someone more innovative finds a way to make it work without advertising.

I mean, you're always free to not browse them in that case. People that would prefer those services not to die off, can then keep using them with advertising.

>Advertising is the necessary evil that keeps the internet afloat.

Disclaimer: they work for Google

I don't and I agree with them.

Right now, all of the chickens are being eaten. If we get a fox that only occasionally eats a chicken, but keeps the other more vicious foxes away, that's a net win.

They have an interest in showing you non-shitty ads. They sell non-shitty ads. Therefore they have an interest in showing you their ads.

They also own the most popular way those ads are shown: through their web browser. This browser has the ability (at Google's sole discretion) to block shitty ads, of which all of them are run by their direct competitors.

So what's happening is, Google is giving themselves the right to block parts of the Internet they don't like, with the implied statement of "if you want your ads to be seen by Chrome users, buy them from us or else we might block them".

That is a classic protection racket. "Want your ads to be seen? Better buy them from us, or... bad things will happen."

Another user posted that the criteria for shittiness is defined here: https://www.betterads.org/standards/

Seems pretty reasonable.

> I would also say switch to FF, but they also use the secret safe browsing lists, so they'll probably switch to this as well.

They use this by default, but you're free to turn it off, and that setting (unlike others) seems to sync just fine using Firefox Sync. Just checked and it's off. I turned it off once years ago and switched between OSs and different devices in the meantime, and it's still off.

Don't know if the same is possible on Chrome.

> I should note that this is the same mechanism by which the safe browsing lists work that tell you a page may be bad. For consistency, I disagree with that too of course, but I find the motives and targets here to be much more sinister.

I agree with you completely on this one.

I had to turn that off on two layers, on a browser level, and inside my antivirus' firewall. My antivirus now constantly complains that I'm "not fully protected" because I don't want it to do web filtering for me.

I do support other private browsing techniques that stay on my device, like first party isolation, and adblock-like lists that are downloaded on my device.

Both are available in Firefox, and using them doesn't collide with my stance on NN, since I'm the one preventing the content from being fetched by my machines.

Do you have a source for this?, not disputing you, just want to read up on this.

Not really, just based on the blog post and comments at https://news.ycombinator.com/item?id=16297550 and elsewhere where myself and others looked at the code. I could be wrong on some aspects of course and would welcome being corrected.

Also, I cannot find a clear explanation from Google how the internal details of this ad blocker work (how they manage the hashes on their side, where this coalition list is maintained, etc). I would love a link, but alas with these kinds of things transparency is usually the first thing to go, especially since people don't demand it.

The Safe Browsing distribution is for efficiency (less bandwidth, less in-memory data to store). The Better Ads Standard list can be obtained here (unhashed): https://developers.google.com/ad-experience-report/

Efficiency is distributing the entire list (and they do distribute an indexed and unindexed full EasyList, you can see it in your user's Chome data folder). I doubt it's too big to download in indexed form for a desktop and keep updating with deltas. At the least, I'd like the option.

EDIT: Updating from previous statement saying I couldn't find where to get the list. I have now obtained it from [0] and put it at [1] (caution, it's a large gist).

0 - https://developers.google.com/ad-experience-report/v1/refere... 1 - https://gist.github.com/cretz/18594176f791fc0ede26078f76cf12...

(Disclaimer: haven't worked on Chrome in ~7 years.)

This weird hashing scheme comes from safe browsing (which blacklists sites that install malware etc.). I guess (without specific knowledge of it) it was just reused for this ads thing because they had all the code handy for it, both the browser-side code and serving code.

For safe browsing, as I recall the data format was designed with Mozilla -- that tech predated the existence of Chrome. There's some history about it here: https://wiki.mozilla.org/Security/Safe_Browsing and https://wiki.mozilla.org/Phishing_Protection:_Design_Documen...

I recall the weird hashing scheme was carefully designed to balance some concerns. For example when it phones home, it phones home with a hash of the current URL so that it doesn't reveal the current URL to the server (unless the URL is already in the server-side blacklist). I also think it was intentional that the client didn't get a list of all known-malware URLs. I can't find any design docs for it at the moment better than https://developers.google.com/safe-browsing/v4/ . It may well be the case that the hashing scheme doesn't make sense at all in this context.

The hashing scheme definitely does address privacy concerns. It's that the whole list isn't present and relies on a Google API that troubles me. Surely the list is not too large to download on desktop, but maybe it is. I'd like the option of instead having it all on my desktop and downloading deltas instead of the hash check. The best "design docs" I've found is the golang impl at https://github.com/google/safebrowsing/.

We all know that having Google as gatekeeper has never pushed innocent, content-heavy, legitimate web sites into oblivion before.

Oh, wait...

Am I missing an obvious example?

> I'm not sure if you're a Google PR drone or just naive, but people have been talking about this for years...

Do you really believe Google has PR people that are paid to reply on posts on HN? It could be, but I find this quite incredible.

(Saying this as an Eng Googler, I have absolutely no insight on how the whole "business" side of the organisation works.)

Especially here of all places. I can't think of many sites where PR-fueled statements would be countered more, and there are enough "real" Googlers around to provide that insight already.

The fact that real Googlers post here eliminates the need for PR to post. Google employees are participants willing supporting Google in exchange for money so they are incentivized to post only good things about Google or risk violating policy/getting fired. They are even incentivized to scrutinize every negative post about Google because it's an attack on their livelihood and moral choices (whether or not to continue working there).

I'm not suggesting the dead post's particular case is true. I'm just pointing out that it's a company's dream to have engineers voluntarily spending time on a forum like this where they have identified themselves as employees. They are implicitly doing PR for free.

On desktop, I agree with you. But I hope they do this for mobile, browsing on android is a dangerous place on ad-ridden websites.

Download Firefox for Android. It's the only mobile browser I know of that lets you install extensions.