Google Sets the Stage For Chrome Ad-Blocker

Back in April, Google made waves when they announced an integrated Google Chrome Ad-Blocker. The announcement was shocking as Google is the foremost leader in online advertising. To clarify the whole feature, Google is releasing some more details about what the ad-blocker will do. There are also several months to go until 2018 when the feature goes live in Chrome. With more than 50% of the browser market, the impact will be enormous.

First of all, Google doesn’t want to use the term ad-blocker. Instead, they are calling the feature an ad filter. The ad filter will only selectively block ads on sites with too many unacceptable ads. These include pop-ups, auto-playing video and countdown timer ads that delay content. Google is relying on the Coalition for Better Ads, an advertising industry trade group, to determine which advertisements are unacceptable.

To help advertisers transition, Google is providing an Ad Experience Reports tool to identify offending ads. The tool will also suggest ways to fix the ads. There is also a 30 day grace period after the offending ad is identified before blocking happens. The goal isn’t to stop presenting ads. Instead, it is to create a better web user experience. By getting rid of the bad ads, Google is hoping users won’t go and get a full on ad-blocker.