* Google’s own ad blocker set for 2018 release
* The ad blocker will be available in the Chrome browser and will block all annoying ads
* Publishers have hard deadline to meet new ad standards or face being blocked
You may remember our previous post on Google’s plans to introduce a new ad-blocking service for the Chrome web browser. Now, it looks like they’re one step closer to making this a reality. In a statement made late last week, Google says the new ad blocker will be launched in 2018 and will automatically block all “annoying” ads.
What makes an ad annoying? According to the Coalition for Better Ads, pop-ups, auto-play videos, large banner ads and ads with some sort of countdown clock are all classified as annoying and are therefore on the chopping block. Google says publishers have until the end of 2017 to nix these types of ads or else they will be blocked.
By creating their own blocker, Google is taking an incredibly forward-thinking approach to tackling the ad-blocking issue. Where nearly 30% of desktop users admit to using some form of ad-blocking software these days, Google hopes the new built-in blocker will erase the need for people to use third-party tools, which believe it or not, could actually be a good thing.
That’s because most ad-blocking extensions like Adblock Plus actually charge companies to whitelist their ads. It’s become a sort of pay-to-play scenario where adblockers make money off advertisers, who in turn make money off potential consumers. By baking their own ad blocker into every Chrome browser, Google’s able to dictate which ads are able to pass and negate the need for third-party ad blockers altogether. It also means you’re more likely to only see ads that are applicable to you, easy to view — and, hopefully — easy to skip or turn off after you’re done.