Google announced yesterday that it will introduce an ad blocking feature to its chrome browser as soon as next year, which will help filter out inappropriate and annoying video ads.
By announcing this a few months before execution of the ad blocker, Google hopes that brands will adapt new favourable ad formats. However, the brands that will be affected by ad blockers will be offered an alternative way to monetize their content, Google said. Advertisers will be able to encourage users who have ad blockers installed to either disable them for their site, or get paid access through a new program called Google Contributor
“It’s far too common that people encounter annoying, intrusive ads on the web—like the kind that blare music unexpectedly, or force you to wait 10 seconds before you can see the content on the page,” wrote Google ads and commerce SVP Sridhar Ramaswamy in a blog post Thursday. “These frustrating experiences can lead some people to block all ads—taking a big toll on the content creators, journalists, web developers and videographers who depend on ads to fund their content creation. We believe online ads should be better.”
Google will add the ad blocking feature onto the mobile and desktop versions of chrome browser. However, unlike all the other ad blockers, this particular ad blocker will not filter out all the advertisements running on the browser. The ad blocking software will instead remove advertising formats that have been deemed unacceptable by the Coalition for Better Ads, a trade group that counts tech companies like Google and Facebook, but also media companies like News Corp and the Washington Post among its members.
Google Chrome is not the first browser to enable ad blocking on its side platform. In 2015 Apple changed its safari browser to enable users to install third party ad blockers most of which filter out all the ads.