Internet Tech News

Google Reveals How Chrome’s New Ad Blocker Works

Dave Parrack 14-02-2018

Google Chrome now has its own built-in ad blocker. We first found out about this Google Chrome Could Soon Start Blocking Ads Google is considering adding an ad-blocker to Chrome. The built-in ad-blocker would likely filter out bad ads, letting those that meet a certain standard through. Read More in April 2017, and by July 2017 Google was testing its new ad blocker How to Test Google Chrome's Experimental Ad-Blocker Google is currently testing an ad-blocker baked right into Chrome. And assuming you're willing to install an unstable version of Google Chrome you can test it out for yourself right now. Read More . In December 2017 Google revealed more details about the Chrome ad blocker, and informed us it would be arriving in February 2018 Google Chrome Will Start Blocking Ads in February Google has announced the date when its Chrome web browser will start blocking ads. Think of it as a late Christmas gift from Uncle Google. Read More .


Google is enabling Chrome’s new built-in ad-blocker on February 15. This won’t block all ads on all sites, but will sniff out bad ads and then punish the sites serving them up to readers. And in order to clear up any confusion, Google has explained how Chrome’s new ad blocker works.

How Google Chrome Blocks Ads

Chrome’s built-in ad blocker is really quite simple. As part of the Coalition for Better Ads, Google has identified the types of ads it no longer wants to see. These include pop-ups, auto-playing video ads, prestitial ads, animated ads, and large sticky ads.

Google will evaluate websites by analysing a sample of its pages. Each site will then be given a status of Passing, Warning, or Failing. Sites that are Failing are given the opportunity to clean up their act. In the meantime, all ads will be blocked on those sites.

From a user’s perspective things are even simpler. When you navigate to a site, Chrome’s ad blocker will check if that site is Failing. If so, Chrome will display a message informing you that ads are blocked on this domain and asking if you want to “allow ads on this site”.

Google’s intent here is to not block any ads at all. The hope being sites will clean up their act to comply with the new rules. However, in the event that sites don’t comply, they’ll be prevented from showing any and all ads to anyone using Google Chrome.


Most Ad Blockers Are Evil

Ad blockers which block all ads are evil by virtue of the fact they kill websites’ primary source of income It's About Ethics in Stealing Games Journalism: Why AdBlock Needs to Die A simple, free browser plugin killed Joystiq – and is ruining the Internet. Read More . Income which is needed to pay for the costs associated with running a website. Including the wages of the writers producing content. Myself included.

Google Chrome’s built-in ad blocker, on the other hand, is merely an attempt at improving the quality of ads being shown across the web. And that’s something we can all surely get behind. Let’s just hope it works as advertised. Unintended irony.

Do you currently use Chrome? Are you glad Google is adding an ad blocker? And do you like the way it’s designed to work? If you don’t currently use Chrome, is this ad blocker enough to tempt you into switching? Please let us know in the comments below!

Image Credit: Stephen Shankland via Flickr

Related topics: Ad-Blockers, Google, Google Chrome, Online Advertising.

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  1. IchabodCrayne
    February 18, 2018 at 4:19 pm

    My browser supports adblockers and I use them.
    The internet is neck deep in biased "news" and "writers" posting clickbait, half truths and/or someone else's content to make an income from ads alone. If my adblockers bankrupt and remove any or all of these the web is far better for it.
    Those who post content useful to society can charge fees for their valued contributions and earn an income based on merit.

  2. IchabodCrayne
    February 18, 2018 at 4:00 pm

    I use a browser that supports adblockers and I use them.
    No offence intended to you personally but the web is arse deep in useless individuals spewing untruth and BS opinions solely to avoid getting a real job. If my adblocker bankrupts and removes some or most of these the web is far better for it.
    If what you do online is of value to society you can charge for it like any valued service. Ads are unnecessary.

  3. ReadandShare
    February 14, 2018 at 8:09 pm

    If most adblockers are 'evil', then most web advertisers are utterly undisciplined and short sighted. I use adblockers but I will admit that the entire situation is a "lose lose" for users, advertisers, and website owners.

    Ads are necessary but no user really wants to see banners everywhere; or worse, pop-up's / flashing ads! I think Google has the right approach emphasizing "balance" - and I hope other browsers will follow.

    My one caveat is that no one entity makes the call -- but that advertisers, major webmeisters and browser makers come up with the "rules of engagement" collectively. I will gladly remove my adblocker when ads become reasonable in format and frequency. Until then, my adblocker remains as an "F U" to all the stupid ads out there! Thanks.