November 5, 2022
Google Chrome ad-blocker

Built-In Google Chrome Ad-Blocker to Debut Next Year, to Improve User Experience

The world’s largest search engine is giving publishers six months to prepare for a new built-in Google Chrome ad-blocker, which launches early next year…

Back in April, rumors of a Google Chrome ad-blocker surfaced. Now, the Wall Street Journal reports confirm its development in a news report. According to the report, the built-in Chrome desktop and mobile browser ad-blocker will run by default. 

Built-In Google Chrome Ad-Blocker to Roll Out Early Next Year, Publishers Warned

The move comes as more web users adopt ad-blocking technology. And, a full 89 percent of all Google’s revenue earnings come from ads. The purpose of introducing a new Google Chrome ad-blocker is to rein-in third-party controls, which the search engine has little to no control over. To assist publishers in preparing for the change, Google is providing a free, self-service tool named, “Ad Experience Reports.”

Google Chrome ad-blocker intrusive interstitial example
Credit: Google

The tool alerts publishers which ads go outside Google’s guidelines and provide an explanation of how to fix any detected issues. The Coalition for Better Ads, which Google, Facebook, News Corp, and the Washington Post are members, identifies unacceptable ads.

The soon-to-come Google Chrome ad-blocker won’t block all ads. At present, it will only block ads on pages determined to contain too many annoying or intrusive interstitials. In fact, the company refers to the feature as a “filter” and not a “blocker.”

“Chrome has always focused on giving you the best possible experience browsing the web. For example, it prevents pop-ups in new tabs based on the fact that they are annoying. In dialogue with the Coalition and other industry groups, we plan to have Chrome stop showing ads (including those owned or served by Google) on websites that are not compliant with the Better Ads Standards starting in early 2018,” Sridhar Ramaswamy, Senior VP of Ads and Commerce, explains.

The Google Chrome browser continues to dominate in market share, with 59.36 percent, IE claims 17.55 percent, Firefox captures 11.98 percent, Edge has 5.63 percent, Safari 3.56 percent, and the rest 1.91 percent.

Owen E. Richason IV

Covers social media, apps, search, and similar news. History buff, movie, and theme park lover. Blessed dad and husband.     

View all posts by Owen E. Richason IV →