Google Chrome 'might introduce an ad-blocker'

Report - Move could help Google rival services such as AdBlock Plus

Google could be about to add a native ad blocker into its Chrome browser, preventing certain ads from showing up if it thinks they're likely to disrupt the experience.

"People familiar with the company's plans" told the Wall Street Journal that the feature could be turned on by default in the coming weeks, although they made it clear it wouldn't block all ads, just those that impact the user experience.

Advertisement - Article continues below

Those ads would be identified by the Coalition for Better Ads, which released a list of what it deems to be "acceptable" ad formats back in March. The blacklist includes pop-up adverts, auto-playing video ads with sound and "prestitial" ads with countdown timers, so it's likely these would be the first targets of Chrome's new ad blocker.

The WSJ's source said that instead of just blocking the ads, Google could go one step further and block the websites these ads appear on, then giving the user the opportunity to unblock the content if they wish, rather than asking users if they want to block the websites first.

Although the WSJ noted that Google's revenues are mostly made up of advertising income, this would be an important step to stay competitive against third party tools like AdBlock Plus.

Advertisement
Advertisement - Article continues below

By acting as the gatekeeper, Google will hopefully be able to keep its paying advertisers happy as well as helping boost its market share for those using alternative browsing tools such as Firefox, Safari and Edge.

Featured Resources

The case for a marketing content hub

Transform your digital marketing to deliver customer expectations

Download now

Fast, flexible and compliant e-signatures for global businesses

Be at the forefront of digital transformation with electronic signatures

Download now

Why CEOS should care about the move to SAP S/4HANA

And how they can accelerate business value

Download now

IT faces new security challenges in the wake of COVID-19

Beat the crisis by learning how to secure your network

Download now
Advertisement

Most Popular

Visit/infrastructure/server-storage/355785/dell-emc-poweredge-r7525-review-an-epyc-core-density-to-make
Server & storage

Dell EMC PowerEdge R7525 review: An EPYC core density to make Intel weep

26 May 2020
Visit/infrastructure/network-internet/355792/intel-releases-wi-fi-and-bluetooth-driver-updates-for
Network & Internet

Intel releases Wi-Fi and Bluetooth driver updates for Windows 10

26 May 2020
Visit/operating-systems/microsoft-windows/355781/microsoft-confirms-further-issues-with-troublesome
Microsoft Windows

Microsoft's latest Windows 10 update is causing yet more issues

26 May 2020