Google is planning to ad an ad-blocker into its Chrome browser in early 2018, according to The Wall Street Journal. The feature was first reported on last month and is said to block out ads that Google considers to give a bad advertising experience.
The WSJ says that sources familiar with the matter note that Google is giving publishers at least six months to prepare for the ad-blocker integration. To help with this, Google will reportedly offer a self-service tool called “Ad Experience Reports,” which will alert publishers to “offensive” ad-types on their sites let them know how to remove them. The tool is expected to be made available ahead of the launch of the Chrome ad-blocker.
Ads that are considered “unacceptable” will be decided by the Coalition for Better Ads, an industry group in which Google is a founding member. In March, the Coalition released a list of advertising standards for publishers to follow, with formats like pop-up ads, ads with countdown timers and auto-playing video ads being deemed “beneath a threshold of consumer acceptability.”
The potential addition of an ad-blocker into Chrome would follow Google’s larger efforts put towards removing “bad ads” from the internet. In 2016 alone, the tech giant said it took down over 1.7 billion ads that constituted “misrepresenting content.”
Source: The Wall Street Journal