Google to Soon Introduce Ad-Blocking Features in Google Chrome

Alicia Guzman
April 20, 2017

These include pop-ups and auto-playing video ads with sound. That might be changing according to the Wall Street Journal.

Google could possibly block all advertising on sites with offending ads instead of the individual offending ad, strong-arming owners to meet standards or see advertising revenue disappear.

That could be huge when you consider the fact that ads earned Google $60 billion in revenues previous year, and that Chrome accounts for almost half all browsers used in the US.

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The move, according to the source of today's report, is a defensive one on Google's part.

It is said that Google's approach would focus on unacceptable ad types that violate the recently-released list of ad standards.

If Google can ensure a pleasant and nonintrusive ad experience, in which websites are able to make money by selling ads without driving people mad, then everybody wins. The latter could be of particular detriment to websites that rely on these types of ads, though any ad-blocking activities serve to reduce a site's revenue.

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Google reportedly plans to base its filter on the standards for non-intrusive advertising set by the Coalition for Better Advertising. In those cases, companies like Google may have to pay to get their ads exempted from the filters, something it could do for free with its own solution. The other option is simply to block the offending ads in question, though it's unclear whether Google will go forth either strategy at all.

While desktop ad blocking continues to grow in popularity worldwide, its mobile form has yet to catch on much outside of Asia.

Google Chrome has been the most popular web browser around the world. Google has seen the reports that as many as 26% of desktop users have some sort of software to hide advertisements and it doesn't want that number getting any larger. Of course, Google won't block Google ads. This would give Google control over the ad-blocking market, the ad industry as a whole, and even over its competitors, which offer numerous "unacceptable ad" formats the coalition is targeting.

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