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gamesindustryblog.com May 24, 2017


Google is reportedly building its own ad-blocker into Chrome

20 April 2017, 09:18 | Candice Butler

Google Could Build An Ad Blocker Into Chrome

Google Chrome Android app

That could be huge when you consider the fact that ads earned Google $60 billion in revenues previous year, and that Chrome accounts for almost half all browsers used in the US. In other words, site owners may be required to ensure all of their ads meet the standards, or could see all advertising across their sites blocked in Chrome. The tool charges advertisers - including Google - a fee to be included in its 'Acceptable Ads' program and to whitelist their ads.

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

The ad-blocking step may seem counter-intuitive given Google's reliance on online advertising revenue, but the move is a defensive one, people familiar with the plans told the WSJ.

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Instead it is expected to block ads deemed unacceptable by the standards set by the Coalition for Better Ads, which includes formats such as pop-ups, videos that play automatically, or ads with countdown timers. By offering a way to block only troublesome ads, Google may encourage more consumers to let some ads through, helping reverse the trend of total ad-blockage and the revenue issues that result. Ad blockers are gaining in popularity, and with Chrome's 50+ percent browser market share and auto-updating ability, the Chrome ad blocker would instantly become the most widely used solution out there. "We've been working closely with the Coalition for Better Ads and industry trades to explore a multitude of ways Google and other members of the Coalition could support the Better Ads Standards".

Given that nearly half of all internet users in the U.S. use Chrome as their browser of choice, the move could be disastrous for advertisers and online publishers.

Citing unnamed sources, the report also claims that Google is still considering how best to implement its plans. There are lots of them out there, but building a blocker into Chrome could help give Google some control over the ad-blocking experience since some folks may opt for the blocker built into Chrome rather than using a third-party service.



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