Google reportedly planning built-in ad-blocking feature for Chrome
- Author: Terrell Bush Apr 20, 2017,
Apr 20, 2017, 6:00
By integrating their own ad blocker into their browser, they can work with sites to maintain the quality of ads deemed appropriate by the standardized guidelines, and edge out the competition (like AdBlock) that they pay in order to pass through AdBlock's filters.
Google has not commented on the Wall Street Journal's story, probably because it's still trying to figure out how to pitch the ad blocker (if it's real).
Chrome's widespread uptake by internet users means the browser has nearly half of the market when it comes to navigating the web, so putting an ad blocker natively within Chrome and turning it on by default would basically stop cold the growth of third-party options: Users won't actively seek out a way to block ads during their web-browsing sessions if the ads are already blocked to begin with.
Google reportedly plans to base its filter on the standards for non-intrusive advertising set by the Coalition for Better Advertising. Instead, according to the report, Chrome will target "unacceptable ads" as defined by the Coalition for Better Ads.
While ad-blockers may be the most popular extensions for Chrome on the desktop or your Chromebook, the Android app has been left out of the picture. That could mean any ads that include video ads automatically rolling with sound on or the "prestitial ads" that pop-up with a countdown before you can access the page could be blocked by Google's new browser tool. Presumably this would stop websites from using a mix of "acceptable" and "unacceptable" ads with the hope that the "unacceptable" ads are seen by non-Chrome users, since they risk losing out on all revenue from all Chrome users.
Almost 25% of US internet users had an ad blocker in 2016, according to research firm eMarketer.
Bundling an ad-blocker into Chrome would be a big move by Google.
Regardless, the move would no doubt cause controversy among an industry locked in a fierce battle with the growing tide of ad-blocking software. To beat the ad blockers, Google must become an ad blocker.