dglobalnews.com Google Reportedly To Launch Ad Blocker For Chrome
Published: Thu, April 20, 2017
Research | By Kayla Price

Google Reportedly To Launch Ad Blocker For Chrome

Google Reportedly To Launch Ad Blocker For Chrome

The Wall Street Journal just dropped a shocker of a report: Google, the biggest web advertising company in the world, is planning to build an ad blocker into Google Chrome, the world's most popular web browser.

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

Why an ad-blocker from Google, which depends on ad revenue? 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.

Acknowledging the uptake of ad-blocking tool from third-party firms in the past by many, Google is interested in launching its own ad-blocking feature for the defeating the objective. This page calls out pop-ups, autoplaying video ads with sound, interstitial ads with countdowns, and large "sticky" ads as "below the threshold of consumer acceptability". As an advertiser itself, Google exercising stronger controls over ads will definitely draw criticism from industry peers, and possibly also from antitrust watchdog organizations. However, it's cautioned that Google could still decide to scrap this project. The WSJ says this isn't yet a done deal, but if it does come, it might be announced sometime within the next few weeks (maybe at I/O in mid-May?), so we shouldn't have to wait long to find out how much this rocks the online advertising industry boat.

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Almost 25% of USA internet users had an ad blocker in 2016, according to research firm eMarketer.

The ad-blocking feature, which could be switched on by default within Chrome, would filter out certain online ad types deemed to provide bad experiences for users as they move around the web.

This may be a warning bell for site owners who 'might be required to ensure all of their ads meet the standards, or could see all advertising across their sites blocked in Chrome.' Once implemented, the ad-block feature will be made compatible for both the desktop and mobile versions of Chrome. Stay tuned with us for more updates on the story.

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