While surfing on the browser, people face some annoying things like auto pup up of ads and extra web pages. But the most irritating thing is the auto play of video and audio in some webpages. When you open some webpages, you find the video starts playing automatically. Not only does it annoy the web user but it also consumes mobile data in the background. So for its users, Google has taken a step to block all these auto play videos. As per Google’s report, the latest version of Google Chrome web browser i.e., Chrome 64 will block the auto play of video and audio. This function will be available for both mobile and computer users. It is the best and convenient feature that every user of Google chrome wants. The new feature will be available from January. This information was announced by Google on Friday.

In a blog spot, Google has mentioned that the auto play will only be available if the user shows its interest in it. Later the user preference may be changed as per their behavior like how frequently the user plays the media on the site. The company with its latest update will also disable some protection options which is currently available for mobile users. The latest chrome for mobile users will not have block auto play setting for auto play option. Further, if the data saver mode is enabled it will remove the auto play blocking on mobile. As per Google, these options will make muted auto play more efficient.

Nowadays all the websites mostly use video advertising instead of banner ads. More and more videos are also appearing in the websites and their sound is also automatically turned on. User finds it difficult to turn the thing off and the current browser does not show the tab in which the video is playing.

This attempt of Google includes the feature to kill the third party ad blocking services and at the same time Google has the power to block its advertising competitors. As per the report published in eMarketer, around 75.8 percent of the search add market is controlled by Google and it also controls 40.7 percent of digital ad market from US. After Google, Facebook stands in second place by controlling 19.7 percent of the digital ad market from US.

Apart from these changes, Google Chrome 64 will also have a new user option, which will allow users to completely disable audio for particular sites. It means if you are visiting a site regularly and the content of that site is best for you and has auto play video, then you can mute the audio of that site for indefinite period.

Even though the new feature will help the users, it seems like it can affect video advertising for some sites.