Why Google adding native ad-blocker into Chrome could be the right move

With a native ad-blocker into Chrome browser, Google could aim at preventing intrusive online adverts.


Google, the world’s top advertising company, could soon be adding native ad-blocker support into the widely-used Chrome browser. The search engine giant is likely to integrate the feature in the next mobile and desktop version of its Chrome browser to filter out intrusive online advertisements. It could turn out to be a bold and courageous move, considering the company’s primary source of revenue comes from advertisement. It is called the world’s largest advertising company for good reason.

According to a report on the Wall Street Journal, the feature could be announced in the coming weeks. And while the move could have major implications on digital media publications and on the online ad industry, specifics about the implementation aren’t known yet. The report suggests that Google may choose to block all the advertisements on a site with any type of offending content, rather than only blocking offending adverts. The move could also push publishers to ensure that all ads on their site comply with unacceptable ads that were recently defined by industry group – Coalition for Better Ads.

Google, as a company, has several divisions working on different products. While the advertising division will continue its focus on getting more publishers, the other division, has one of the core products in the form of Chrome browser. It is used by a broad range of users, right from the ones on Windows PC, Linux or Mac, to smartphones and tablets running on Android or iOS. ALSO READ: Google Chrome v57 update focuses on reducing CPU load, better battery life

Why natively integrate an ad-blocker?

According to the industry body, ad formats such as auto-playing video ads with sounds pop-ups and ads with countdown timers are believed to be “beneath a threshold of consumer acceptability,” which hinders the user’s browsing experience. To keep those annoying ads away, users end up installing third-party extensions. ALSO READ: Google Chrome for Android tests new feature for easy one-handed use

As per recent statistics from StatCounter, Google Chrome rules the roster with a market share of over 45 percent in the US alone. By adding a native ad-blocker in Chrome browser, Google can ensure users get what they want, and also ensure that they don’t seek out for third-party extensions. Also, given the fact that Opera browser offers native ad-blocker, native support on Google Chrome would be a good move.

Why native ad-blocker on Chrome browser really makes sense?

Adblock and Adblock Plus are one of the most popular Chrome extensions for blocking ads. PageFair, an anti-ad blocking authority estimates that there are nearly 615 million devices, globally, blocking ads on webpages. To allow its own ads through, Google reportedly paid $25 million to Adblock Plus. It allows users to whitelist sites, to continue getting ads from these exempted websites.

It is a little embarrassing as Google loses control over part of its advertising business. By finding a way around to deal with third-party adblockers, Google can regain lost control, as well as choose what kind of ads are displayed and what gets blocked.

As of now, there is no word on when Google will add the native ad-blocker to Chrome browser. However, given the fact that I/O 2017 is just around the corner, we may not have to wait longer to find what exactly Google has in store.

  • Published Date: April 21, 2017 8:18 AM IST
  • Updated Date: April 21, 2017 10:45 AM IST