Chrome’s New Ad Blocker

On February 15, Google Chrome launched its new ad blocker functionality to eradicate interrupting and unwanted advertisements from a user’s browser experience.

Chrome feedback reports 1 in 5 users mention unwanted ads and 2017 recorded over 5 billion mutes from users utilising Google’s ‘mute this ad’ feature.

The coalition for better ads, chaired by Google, Facebook, Unilever and Association of National Advertisers are setting the standards and guidelines for this new ad blocker service.

The update is part of a larger movement to improve the quality of online advertising, starting with disabling ads that do not comply with the set standard, such as pop up, countdown and automatic advertisements that disrupt an individual’s internet experience.

This implemented service will boost the performance of websites and will take effect on both desktop and mobile devices. These changes are particularly relevant for advertisers utilising display marketing on their website that may now need to consider other methods of promotion.

What will it mean for your browsing experience?

Here are the kinds of desktop and mobile ads that will trigger the blocker.

For the mobile categories, Google added the condition that publishers must have a 7.5% non-compliance threshold before blocking ads.

When Chrome detects a poor network request, users will be notified that an ad has been blocked with the option to enable the ads for particular sites.

If you’re concerned about how your website may be impacted by the new Chrome update, feel free to get in touch with one of our specialists and we’ll gladly advise how you can prepare and modify your website for better user experience.