Google to finally join ad-blocker game, but…

Are you tired of being forced to watch a video before you can browse websites? If yes, then there is good news on the way for all Chrome users, but you will have to wait until 2018 before Google launches a new version of the web browser.


Annoying pop-ups, videos autoplaying with loud music and intrusive ads have will disappear next year as Google will introduce an ad-blocking feature for both its mobile and desktop Chrome browsers.

In the company’s blog post, Sridhar Ramaswamy, Senior VP of Ads and Commerce, said Google wanted to “build a better web for everyone”.

“We believe online ads should be better. That’s why we joined the Coalition for Better Ads, an industry group dedicated to improving online ads. The group’s recently announced Better Ads Standards provide clear, public, data-driven guidance for how the industry can improve ads for consumers, and today I’d like to share how we plan to support it.”

It was initially reported that a native ad-blocker would be integrated into Chrome, but Google has revealed that only some ads will be blocked.

Ramaswamy added: “In dialogue with the Coalition and other industry groups, we plan 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.”

Google Logo

According to Better Ads website, research has found the following ad formats to be below the acceptable level of for consumers:
Pop-up ads, auto-playing video ads with sound, prestitial ads with countdown, large sticky ads

Pop-up ads, prestitial ads, pages with ad-density higher than 30%, flashing animated ads, auto-playing video ads with sound, postitial ads with countdown, full-screen scrollover ads, large sticky ads.

If ads fall into any of the above categories, then the new Google Chrome browser will block all ads on that website.

But there is some good news for online content creators who are worried that they won’t be able to sustain their business as Google will allow them to create “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”, which will be done through Funding Choices.

Bring on 2018!

If you are one of those advertisers who are worried that you will be hit hard with the new ad-blocker, then you need to reconsider your digital marketing and that’s where Metis comes into play.

Get the ball rolling by contacting us via email ( or telephone (+27 83 233 5455).

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