Chrome ad blocker launch is imminent, Google says

While it’s certainly not surprising, the Chrome ad blocker launch is imminent. The Mountain View tech giant plans to implement an ad blocker into Chrome next year, and publishers will have at least six months to prepare. It will be a less strict ad-blocking tool that’s focused on stopping those types of ads which give users a negative advertising experience.

The new setting will be added to both mobile and desktop versions of Google Chrome and will be enabled by default. Publishers will be able to prepare using a tool called “Ad Experience Reports” which will flag obtrusive ads on their websites and offer solutions for fixing the issues.

The Chrome ad blocker will filter offending ads

Unnamed sources familiar with the company’s plans say that Google will release this tool before the Chrome ad blocker launch. So far, the company did not make an official statement but they have notified publishers and advertisers about their plans.

The offending ad types are as defined by the Coalition for Better Ads, an organization created to ensure users get the best possible experience with online advertising. Auto-playing video ads with sound, pop-ups and content-blocking countdown ads.

But it’s not just about the unacceptable ads – the upcoming Chrome ad-blocking tool will eventually block all ads on those sites that feature offending ads which don’t comply with the guidelines of the Coalition for Better Ads.

The news has not been well received by publishers who fear Chrome’s ad-blocker might affect their revenue. Others are actually excited to see this feature go live, hoping that a better ad experience might prevent users from completely blocking ads using third-party tools.

The Alphabet-owned company considers the upcoming ad blocker to be a filter and not a blocker, comparing it to features that are already present in Chrome such as the pop-up blocker and detection of potentially malicious web pages.

A content blocking tool that prompts users to disable their ad blockers is in the works

Google may very well try to prevent more users from installing third-party blocking tools by adding their own, less-strict ad blocker into Chrome. Furthermore, it seems like the company is considering another tool called “Funding Choices” that can be implemented on websites to detect if a visitor has an ad blocker installed and prompt him/her to disable it or pay a fee to disable all ads and access the content.

There are no details on how the purchasable “passes” will work and if they will be paid for all the sites that enroll in the program or on a per-site basis.

Source: The Wall Street Journal