Google Plans Ad-Blocking Feature in Popular Chrome Browser

20 April, 2017, 09:20 | Author: Jacqueline Ellis
  • Google Chrome

Google is reportedly introducing an ad-blocking feature for bot desktop and mobile versions of its Chrome browser according to a Wall Street Journal report. It would automatically block those ads that Google finds unacceptable.

Google developing its own proprietary ad blocker, as a company that, as The Journal rightly points out, made over $60 billion in online ad revenue past year may seem counterintuitive, but Chrome has taken the lead as the most popular browser, holding over 47% of the market (up from 41% in mid-2016).

It is unusual that Google, a company which earns a significant portion of their revenue via online advertising would like to introduce an ad-blocking feature in their own browser. It's said that Google may choose to design the feature so that it blocks out all ads on a particular website if it detects that there is even a single ad that could cause a bad experience. However, this move will affect Google online revenue in vast.

In the industry, they call that a "win-win".

Blocking ads, then, would seem counterintuitive for Google. Published by the Coalition for Better Ads, the list deems pop-ups, auto-playing video ads with sound, and "prestitial" ads with countdown timers intrusive and "beneath a threshold of consumer acceptability".

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Google's ad-blocking feature could be launched within weeks, but the search giant is still working out details and could potentially not release it at all, according to the WSJ.

Google already pays to be part of an "Acceptable Ads" program offered by software company Eyeo GmbH, for example, which develops popular ad-blocking tool Adblock Plus. And Chrome is a widely-used browser, so Google's ad-blocker could be a big deal in the world of online advertising.

Citing unnamed sources, the report also claims that Google is still considering how best to implement its plans.

The Chrome browser now accounts for a large portion of web-browsing globally, so switching on ad-filters within it could give Google more control over the ad-blocking situation, industry observers say.

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