A Built-in Adblocker for Google Chrome?


According to The Wall Street Journal, Google is thinking about introducing an adblocker to its Chrome browser on both the mobile and desktop versions. As the most powerful player in the browser game, the move might shake up the ad industry quite a bit – even more than the prevalence of software like Adblock Plus already has.

So what do we know about Google’s plans so far? The Wall Street Journal seems to have sources that are pretty confident in at least some of the specifics. The ad-blocking feature would be opt-in, letting users chose whether or not they want to turn it on.

Additionally, Google’s software will reportedly hold itself to the standards of the Coalition for Better Ads, an industry group which released a list with “bad” ads. They came up with the list by figuring out which ads lead up to the worst user experience and fall between the “good” threshold. Those include Pop-up Ads, ads that automatically play sound or ads that cover more than 30% of your screen on mobile.

Google implementing a feature in its Chrome browser that filters out all those ads would mean a couple of things: first, “bad ads” on mobile are about to be in trouble. While adblocking is mainly used on desktop so far, it’s slowly finding its way towards mobile devices, too. A Chrome-powered adblocker will boost that immensely. Secondly, the adblocking industry itself might be in trouble. Some providers have used their strong market position in the past to bully everyone into paying in order to get on a “white list” – meaning their ads wouldn’t get filtered out. But if every browser has its own adblocking software, those external providers might be made obsolete.

Source: The Verge

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