Chrome’s Ad Blocker Coming in 2018

Chrome’s Ad Blocker Coming in 2018

Not a fan of ads? If you’re using Google Chrome, you’ll see less of them starting in February. Chrome will soon be implementing their own kind of ad blocking built in to the browser.

Chrome’s ad blocker will be out February 15th. It’s important to note it won’t be all-encompassing—The Verge notes that the blocked ads will specifically be ones that are “spammy or intrusive.” Chrome’s announcement outlines how the blocking process will work. They’ll be using the guidelines set by the Coalition for Better Ads to remove unwanted ads. Websites that are reported and are marked as “failing” will be blocked by Chrome if the issues aren’t taken care of within 30 days.

For those wanting to know more about the Coalition for Better Ads, their website gives a glimpse into their thought process. The Coalition focuses on solving the problem created by web users encountering ads that “disrupt their experience, interrupt content and slow browsing.” The website’s Standards page goes over issues like videos that play automatically, ads that cover a lot of the screen and stay in place, and “scroll-over ads” that take up a mobile device’s whole screen.

Chrome’s built-in ad blocking will hopefully take care of the worst offenders. But of course, Chrome users are already able to use extensions like AdBlock Plus to block more than just the most annoying ads. This leads to the question: will Chrome’s ad blocking be enough to keep people away from more extensive ad blockers? It’s important to note that if fewer ads are cropping up and doing particularly annoying things, people who were considering a full-blown ad blocker might decide not to bother with it. Chrome’s ad blocker will be built in, instead of calling for an extension to be downloaded.

Like Ars Technica points out, Chrome is a widely used and very popular browser, so integrating any sort of ad blocking into the browser “will have huge ripple effects across the Web.” Chrome’s ad blocking gives Chrome even more power over the advertising people see, and it might also make the browser more appealing to people who hadn’t decided whether to switch over. After February 15th, we’ll see how effective the new tool is and what difference it ultimately makes for Google.