Early next year, Google Chrome will have an ad blocker. Thus, publishers must be ready. However, unlike other ad blocking technologies, this one won’t strip all ads, just those disruptive ones.
The ad blocking technology blocks ads on web pages that are annoying or intrusive. These would include videos that automatically play with sound and those that can take up the entire screen.
How about those Google ads?
Yes, even those ads owned and served by Google will be blocked if they don’t meet the new guidelines.
Google doesn’t want to refer to it as an ad blocker. Rather, it wants to call it an ad filter. The reason for this is that it still shows ads but only those that meet the requirements. This filter will work on mobile and desktop Chrome.
Google has a tool for publishers that they can use to know whether or not the ads on their sites agree with the new requirements of Chrome. The unacceptable ads are determined by Coalition for Better Ads, which is a group that includes Facebook, News Corp, Google and Washington Post as its members.
Although this feature is beneficial for consumers and publishers, it still gives the Internet search giant power over what the web must look like. You can’t blame the company as it’s only protecting is revenue.
What are its benefits?
One of the advantages of having no ads is that it can boost the website’s speed. Bad ads have proven to slow down the web. They can be annoying and hard to browse a site. As a result, they encourage consumers to install ad blockers.
As Google will implement this tool, it can limit the spread of ad blocking. It benefits consumers so they can have a better experience when they browse the Internet. Publishers, on the other hand, will continue to receive revenue from the ads. However, they may still lose some significant ad units.
For some, eliminating irritating ads is the same as blocking pop-ups.
But this limited ad blocking technology has its own disadvantages. One of them is the amount of power that Google can have. It means that it can decide what’s an acceptable ad and what’s not.
However, it’s good news for publishers, especially those who are running Google ad units. Of course, these units are always per Chrome’s rules. Then again, if you have other ads to monetize your site, you may lose a significant amount of money.
Another interesting feature is that Google will provide an option that allows visitors to pay the website’s they’re visiting for the blocked ads. This program is called Funding Choices. To enable this support, publishers will have to do it individually.
But this same feature has been tested for two years. Unfortunately, it didn’t pan out. Thus, this new feature may not offer significant benefits for publishers. Still, voluntary tipping model can be an alternative to ads.
With Google Chrome’s ad blocker or filter, it can help clean up the web and offer a better browsing experience for consumers.