Google’s New Ad Blocker in Chrome Set to Enhance Browsing Experience

According to reliable sources keeping a tab on company’s plans, Alphabet Inc.’s Google intends to launch ad blockers to its Chrome browsers in order to strip out many annoying and intrusive ads that tends to disrupt the web browsing experience for users. Chrome’s ad blocker, preferably called “ad filter” by Google will allow only those ads to be displayed on web pages that meet the stringent requirements put up by an industry group known as the Coalition for Better Ads. Apart from Google, the group features Facebook, The Washington Post, and News Corp as esteemed members.

The ad blocker will be activated default on chrome browsers and apply to both mobile and desktop devices. The specific details and nuances of the feature could be announced by Google in the coming weeks.

Limited Filtering Will Favor Ads That Meet Set Criteria
The decision to filter ads with ad blocker in an effort to clean up the web is considered as a positive step by many users and publishers. Intrusive ads not only slows down the web but also annoys users. To make things easy for publishers, Google will provide them a tool which they can use to assess whether their ads stand in violation of the set standard. Furthermore, since those ads that meet the criteria will be displayed, this will do away with an all-inclusive ad blocking, which if done can have serious fallouts for online advertising revenue.
Expectedly, Google’s own advertising units will meet the standards. The list of standards, laid down by Coalition for Better Ads, projects intrusive pop-ups, auto-playing video ads with sound, and ads with countdown timers as unacceptable ones for consumers. In addition, the technology behemoth may offer publishers an option for the visitors to pay those websites on which ads are being blocked through a program called as Funding Choices. However, the marked failure of a similar feature by Google, which it launched two years ago, raises doubt for the viability of this program.

Indiscriminate Power to Google to Set Standards May Make Dent in Online Ad Revenue
No doubt, the noble ad filter tool has its downsides, contends some skeptics. First and foremost, it’s not the users who possess the freedom to decide which ads are intrusive or unwanted and which are not, while browsing Chrome. This lends indiscriminate power to Google in this regard.

The fact that a major chink of revenue comes from the Google’s own ad business, further amplifies the concern of users. Last but not the least, the step will leave publishers and content creators that rely on advertising revenue to look for alternative ways to fund their work.