An Adblock in Every Chrome

With only six months to go until Google releases its own Adblocker, the web giant is helping publishers get their sites in shape.

Adblock Plus recently announced that 40% of users in the US used adblock software. It’s a growing trend, and Google has had its eye on the situation for some time. While they haven’t made any official announcements yet, they are holding discussions with major content publishers about the ad block tool they are planning to release for Chrome next year.

While all these plans are subject to change until Google makes an official announcement, leaks and off record talks indicate the tool is planned to launch in six months.

Described by Google as more of a ‘filter’ than a ‘blocker’, the new Chrome feature (which will be active by default) will nonetheless block all ads on any site which crosses a yet-to-be-confirmed threshold for so-called unacceptable ads, strangling the revenue for the site’s owner.

Unacceptable Ads are defined by the Coalition for Better Ads, an industry body set up by some senior advertising and digital organisations (including Google), and include pop up ads, autoplaying video and audio and ‘Prestitial Ads’, adverts which fill the page and count down before allowing the user through to their desired content.

To help publishers prepare, Google is releasing a tool called Ad Experience Reports, which grades sites on the quality of their ads, and identifies problem areas. With six months to go, sites will be scrambling to purge ads that could put them on the wrong side of Google’s threshold.

With Chrome being the primary browser on 60% of desktop and mobile devices, Google has unprecedented influence on people’s browsing experience. Building an adblocker into Chrome will give them an opportunity to decide which ads the majority of internet users will get to see.

Though it will likely improve quality of life for users, it’s also an opportunity for Google to increase its influence and reach with advertisers: it essentially gets to dictate terms on format and content to the advertising industry. Those unwilling to meet the standards it imposes may find themselves frozen out. Those best placed to meet this challenge are, of course, specialists in Native Advertising. Native doesn’t disrupt the user experience in the way Google is targeting. It sits seamlessly alongside other content, allowing users a frictionless browsing experience, and crossing any of Google’s ‘Unnacceptable’ thresholds.

To find out how Illuminate work with Native formats, download our white paper today.