Coming 2018: Google Chrome’s new built-in ad blocker

  As the tune out factor is trending higher, and ads in inappropriate content or fake news is all the buzz, Google announced last week that they will be introducing a built-in ad blocker in their Chrome web browser. This is good news as Chrome accounted for more than 50 percent of the global search market every month this year, according to StatCounter. The ad-blocker will help streamline the experience for consumers and likely lead to improved message retention. When and How?  Google has worked with the Coalition for Better Ads, an independent group made up of trade associations and media companies. The unacceptable list for desktop includes:
  • Pop-ups
  • Ads that play with sound
  • Ads that appear before the homepage loads
  • Large sticky ads
Chrome’s ad blocker will not roll out until 2018. Google believes that eliminating intrusive and annoying ads will go a long way to improving the industry as a whole. What can advertisers do until 2018 – use third party verification and ad servers to help monitor! For example, Double click can provide a content report that shows the amount of verifiable impressions. These verifiable impressions are based from predisposed content classifiers (i.e. violence, sensitive social issues, profanity, suggestive, etc.). DCM also has the ability to utilizes third party verification on site networks to block ads that fall within the content classifiers.
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