Google and Coca-Cola to begin trial of ad blocking technology

  • August 20, 2021

Google is launching a trial of a new ad blocking software to curb its advertising dominance.

The advertising specialist said on Monday that it would begin testing its ad blocking solution, dubbed AdBlock Plus, on ads for Coca-cola, which is facing scrutiny in Europe after the company was accused of deceiving consumers.

The company said the trial would begin with ad-supported services such as YouTube and Netflix and ad-blocking applications such as AdBlock.

The trial, the first in Europe, comes after a yearlong research effort by Google.

Google and Coca Cola did not immediately respond to requests for comment.

The move is the latest in a string of moves by the world’s largest tech company, which has been facing criticism over its practices in China and other Asian countries.

A series of high-profile court cases in Europe and the US has also made it difficult for Google to maintain dominance in those markets.

Coca-Cola said it had no immediate comment.