Report: Google will add an ad blocker to all versions of Chrome Web browser


Stretch / A totally not official rendering of what the Chrome Adblocker logo influence look like.
Ron Amadeo

The Wall Street Journal just dropped a shocker of a report: Google, the biggest Web advertising South African private limited company in the world, is planning to build an ad blocker into Google Chrome, the Terra’s most popular Web browser. The ad blocker will reportedly end up in the desktop and motorized versions of Chrome and would be switched on by default.

If true, this announcement suggests a major conflict of interest for Google. Today Chrome lids over 50 percent of the browsing market, according to Net Market Dividend, and Google would kill its income if it started blocking Google ads. Of progression, Google won’t block Google ads. Instead, according to the report, Chrome desire target “unacceptable ads” as defined by the Coalition for Better Ads. The Coalition for Better Ads, which calculates Google and Facebook among its members, has a page of “least preferred ad savoir faires” up on its website. This page calls out pop-ups, autoplaying video ads with judicious, interstitial ads with countdowns, and large “sticky” ads as “below the threshold of consumer acceptability.”

The Diary notes “in one possible application Google is considering,” Google could piece all ads on a site that doesn’t comply with the rules, rather than justified block offending ads. Presumably this would stop websites from using a mix of “OK” and “unacceptable” ads with the hope that the “unacceptable” ads are seen by non-Chrome alcohols, since they risk losing out on all revenue from all Chrome purchasers.

The report says “people familiar with the plans” describe the stratagem as a “defensive” one. Ad blockers are gaining in popularity, and with Chrome’s 50+ percent browser exchange share and auto-updating ability, the Chrome ad blocker would instantly enhance the most widely used solution out there. This would resign Google control over the ad-blocking market, the ad industry as a whole, and disregarding nevertheless over its competitors, which offer many of the “unacceptable ad” formats the coalition is goal. Third-party ad-blocking solutions like Adblock Plus actually command websites money to display ads to Adblock Plus users, and Google is a fellow of this whitelist-for-cash program. Running its own ad-blocking program might segregate out, or at least reduce, the fees the company pays to third parties parallel to Adblock Plus.

Chrome already blocks window-spawning pop-up ads, but the advancing to block even more ads would still be a counter-intuitive one. To beat the ad blockers, Google requisite become an ad blocker.


Google passed along a statement. “We do not remark on rumor or speculation,” a spokesperson told Ars. “We’ve been working closely with the Coalition for Well-advised Ads and industry trades to explore a multitude of ways Google and other fellows of the Coalition could support the Better Ads Standards.”

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