Earlier this year in June, Google had announced that it’ll be adding an ad blocker to its Chrome browser in order to make the overall web surfing experience for users better by blocking intrusive apps.
The company had announced that the Chrome browser will be updated with the ad blocker by next year and working towards that end, the ad blocker has surfaced on Google Chrome Canary.
Chrome Canary is the most unstable build of all the four versions as it’s updated regularly by Google’s servers automatically with the latest Chrome development code. This version is basically used by developers to test compatibility issues.
Google is taking this step because of annoying ads — like the ones with countdowns which cover the entire page — which is the main reason people install ad blockers.
Installing ad blockers affects a site owner’s major revenue stream — advertisements — and to counter this Google is taking out the annoying ads out.
“It’s far too common that people encounter annoying, intrusive ads on the web. These frustrating experiences can lead some people to block all ads — taking a big toll on content creators, journalists, web developers and videographers who depend on ads to fund their content stream,” the company stated.
How will Chrome’s Ad Blocker Change Things?
Google Chrome will block only the ads that have been identified as annoying by the recent survey — particularly the ads that interrupt, distract and clutter.
For mobile phones, pop-up and prestitial ads with a countdown, and postitial ads without countdowns, have been identified to be the most annoying ads that irritate users as these make it hard to focus on content on the small screen.
For desktops, large sticky ads on the bottom and pop-ups with or without countdown have been identified to be the most annoying ads that are found to be an obstacle in the user experience online.
Towards this end, Google has also released a Better Ads Standards guide for online publishers in order to check ads on their site against the ones listed out in the report and take appropriate steps in order to avoid getting blocked by Chrome’s ad blocker.
The Funding Choices programme enables publishers to show a message to visitors using ad blocker asking them either to deactivate the ad blocker or pay for removing all ads on the site via the new Google Contributor.
The programme is currently available to publishers in North America, UK, Germany, Australia and New Zealand and will be rolled out to other countries by this year’s end.