Published: Thu, April 20, 2017
Research | By Chelsea Rogers

Google developing built-in ad blocker for Chrome browser

Google developing built-in ad blocker for Chrome browser

The Journal notes "in one possible application Google is considering" Google could block all ads on a site that doesn't comply with the rules, rather than just block offending ads. The term "unacceptable" in the ad standards referred to pop-up ads, autoplay videos, and "prestitial" ads.

Those types of ads (defined expertly by The Coalition for Better Ads) are the ones we all hate: they play audio (loudly) as soon as you land on a page, or are the ads with countdown timers on them, and possibly the worst - the ads that have the hidden buttons to close them. However, this move will affect Google online revenue in vast. The sources indicate that Google hasn't ironed out all of the details yet, and that it may not ultimately go through with the feature.

It's also believed that Google is now deciding on whether its ad-blocker will block just instances of offending ads, or every ad that appears on an offending page.

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Google Chrome has been the most popular web browser around the world. Basically annoying and intrusive ads will be blocked, so if you believe that websites (such as ours) have the right to earn money through ads as long as they're not annoying, then this rumored feature could come in handy.

The decision to create an ad-blocking solution could also be a way to get ahead of the uptick in users adopting ad-blocking software - have released statistics revealing that over 25% of Americans employ an ad-blocker on their desktop computers, with the number expected to rise to 30% by 2018.

Essentially, the search giant wants to two things out of this: to provide better user experiences and to put an end to the growth of third-party ad-blocking add-ons.
It's also a concern for other online publishers and services that rely on advertising revenue to support their businesses, many of which work with Google to help sell advertising space on their properties. Of course, Google won't block Google ads. But it's worth asking if this feature would even be an ad-blocker, at least in the sense that most people think of ad blockers.

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