Why Google is building its own ad blocker

Why Google is building its own ad blocker

Google's Chrome now has a baked-in ad-blocker that selectively targets Web sites that include auto-play adverts, pop-up adverts that have count-down timers, or mobile adverts that take up more than 30% of the user's screen at once, among others. Now, Google going all-in with a set of criteria for what ads will be kosher in Chrome.

In April, news of Google's planned ad blocker was met with apprehension from publishers, who anxious that the technology would torpedo their ad-supported websites and services.

Google today implemented its ad-blocking filter, hiding content from websites that don't conform to its Better Ads Standards.

When at least one ad is blocked in this way, it will show the user that some content has been blocked, giving them the choice to unblock the content if they wish. Further, ads on both desktop and mobile segments are being targeted.

200 million people around the world now use ad blockers, and Google earned over$72 billion from advertising in 2017 and with Chrome accounting for 47.5 percent of the United States browser market the company is obviously keen to protect its revenues. Which is good. As a publisher, we ban those ads on our site already.

Here is the list of ads that will trigger Google Ad blocker.

This means that even if there are some adverts on the offending sites that Google does not consider disruptive, they will also be blocked, including Google ads. However, the rampant and largely unorganized manner that sites had started to display ads led to the rise of a distinct class of plugins, that of ad blockers. With the more disrupting ones kept out of the way, Google is hoping the better ones continue to remain in existence, which again is where its revenues come from.

In a blog post, Google explained the technicalities: "At a technical level, when a Chrome user navigates to a page, Chrome's ad filter first checks if that page belongs to a site that fails the Better Ads Standards". It remains to be seen though how things pan out over a period of time.