July 28, 2021
Google Chrome ad blocker

The Google Chrome Browser will Finally Begin Blocking Ads Tomorrow

The much anticipated Google Chrome ad blocker will debut starting tomorrow, putting the kibosh on intrusive interstitials…

Google will flip the proverbial switch tomorrow (February 15th), enabling its proprietary browser’s native ad blocking technology. While it won’t wipe out all ads (like those which conform to the standards of the Coalition for Better Ads), it certainly will torpedo others. Offenders include full-page ads, autoplay ads with sound and video, along with flashing ads.

Google Chrome Ad Blocker Arrives Tomorrow

Ahead of the release, Google is sharing how it’s going to pull this trick off. The company also explains it will target prestitial ads with countdowns, pop-up ads, and more intrusive interstitials. The search giant will do this through a three-step process. That begins with a site evaluation, then informing websites of any issues, and finally, giving said sites a chance to correct any problems identified. 

If the site owner doesn’t fix the problem(s), and racks up numerous violations, Chrome will block its ads after 30 days. This ad blocker will appear in the address bar on desktop. Whereas, on mobile, a small bottom of the screen prompt will appear. (Users have the option to enable ads on any site at their discretion.)

Google says that it’s confident this will make web browsing a better experience. The search engine also reports that 42 percent of sites which did not previous comply with the Coalition for Better Ads standards are now good to go. Once ads are blocked by Chrome, a filter will carry them up to the network level, so they won’t load at all.

“We’re encouraged by early results showing industry shifts away from intrusive ad experiences, and look forwarding to continued collaboration with the industry toward a future where Chrome’s ad filtering technology will not be needed.”

Although this move might anger brands and website owners, it certainly represents a much welcome step to a vast majority of consumers