[German]Google finally has confirmed, that Chrome browser will be shipped in 2018 with an ad blocker preventing users from seeing annoying, intrusive ads.
Advertising
A few week ago some rumors spread, that Google plans an ad blocker for Google Chrome browser (I've published a German blog post Kommt ein integrierter Adblocker in Google Chrome? about that). Now Google confirmed this plan within a blog post Building a better web for everyone.
The advertising reality
The vast majority of online content creators fund their work with advertising – and they want the ads run on their sites to be useful, but not annoying, at least. The reality is, that many ads are annoying, intrusive, blare music and/or videos unexpectedly, or force users to wait 10 seconds before they can see the content on the page.
Just a side note: Also Googles Adsense program tries (heavily) to insert auto play or auto expanding ads into my web sites. My main job is, to fight against such ads delivered from Google's ad network into my blog.
Many users started to block all ads within their browsers, using third party ad blockers. So it seems, that Google need to gain back control of the ad market. A new Ad Experience Report should help publishers understand how the Better Ads Standards apply to their own websites. For a full list of ads to use instead, publishers can visit Google's new best practices guide.
The need for an ad blocker
Because more and more users are installing a third party ad blocker, Google is changing it's behavior. Google's Chrome browser has always focused on giving users the best possible experience browsing the web. Pop-up blockers ahs been a a feature browsers are supporting for years. Google plans now to have Chrome stop showing ads (including those owned or served by Google) on websites that are not compliant with the Better Ads Standards starting in early 2018.
Funding Choices
Google decided to help publishers with good ad experiences get paid for their work. With Funding Choices (now in beta), publishers can show a customized message to visitors using an ad blocker, inviting them to either enable ads on their site, or pay for a pass that removes all ads on that site through the new Google Contributor.
Advertising
Further details may be read within Google article Building a better web for everyone.
