Published: Fri, June 02, 2017
Sci-tech | By Carrie Guzman

Google will reportedly help publishers prepare for Chrome's upcoming ad-block-pocalypse

Google will reportedly help publishers prepare for Chrome's upcoming ad-block-pocalypse

Under the program, when a user with a third-party ad blocker enabled visits a participating site using Chrome, they will see a prompt that asks them to either turn off their ad blocker, or "pay for a pass that removes all ads on that site through the new Google Contributor".

Dubbed "Ad Experience Reports", the self-service tool will alert publishers about any offending ads and offer ways to fix issues with those ads. Even ads conforming to the Better Ads group's standards don't curtail that kind of behavior. This includes things such as pop up ads and other ads that expand on their own.

Once launched, the ad filter would be on by default for both desktop and mobile versions of the browser. 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.

The good news for publishers is they have reportedly been given plenty of advanced warning; the tool will be provided before Chrome's ad-blocking feature goes live.

If you're a Chrome browser user, you'll start seeing fewer ads in 2018 when Google starts blocking ads that are more aggressive about getting your attention.

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Ramaswamy didn't offer more details about how the ad blocker would work or whether users would be able to deactivate it, but he hinted that the new feature will be similar to how Chrome now deals with other internet annoyances, like blocking pop-ups in new tabs. Ad tracking helps advertisers target ads at just the people they want, but that also means they gather an ever more detailed view of your personal information and interests. As such, the feature puts the onus on the website to provide acceptable ads.

Another tool Google is introducing is called Funding Choices.

Funding Choices is already available in North America, the UK, Germany, Australia and New Zealand, Ramaswamy said, with a roll out in more countries planned for later this year.

However, there's sure to be push back as publishers rely on ad revenue in order to show their content for free. This lets publishers post a customized message to users coming to their site with an ad blocker turned on.

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