Built-in Ad Blocker of Chrome Goes Live on February 15! How It Will Affect Ad Supported Media Firms and Publishers?
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Ad blocker from Chrome is going to go live today (15th February, 2018). Will it result in loss of ad revenue for websites? What websites can do to revenue they make by showing ads to Chrome users? Let us find out all the details in the following sections.

Chrome’s Ad Blocker Going Live Today

In June last year, Google informed the world that it is developing an ad-blocker for its Chrome browser. However, instead of blocking each and every ad, this ad-blocker will be blocking only the intrusive ads, as categorized by Coalition for Better Ads.

Ad Formats Ad-blocker Will Block

This ad-blocker will be blocking the following ad formats:


Pop-up Ads

Large Sticky Ads

Large Sticky Ads

On Desktop

  • Auto playing video ads having sound (including in-line videos)
  • Popup ads (with or without countdown)
  • Prestitial ads having count down
  • Large sticky ads (970×250 and 580×400 ads shown on the bottom)

Prestitial Ads with Countdown

Prestitial Ads with Countdown

Auto-playing Video Ads with Sound

Auto-playing Video Ads with Sound

On Mobile

  • All ad formats as for desktop version plus
  • Flashing animated ads
  • Full screen scroll over ads
  • Ads that will be taking more than thirty percent of screen area
  • Postitial ads with count down

More importantly, instead of just blocking the intrusive ad, Chrome will be blocking all advertisements on offending websites.

This means that web sites will have to follow rules as provided by the Coalition for Better Ads or they will start losing as revenue that they get from Chrome userbase.

Why it is a big deal?

It is certainly going to be a concerning factor for any advertise supported media company due to the fact that Chrome accounts for almost 60% of the browser market (desktop) and in addition to it, Chrome’s mobile penetration is also quite high.

How ad-blocker would work?

On Tuesday (13th February, 2018), in a blog post Google provided details of how this ad-blocker would be functioning.

According to the post, all web sites will be evaluated based on a sample of web pages, and based upon number of violations that are found, a website will be getting a rating which could be; Passing, Failing or Warning.

If you are a website owner, then you will be receiving a notification in your Google Search Console and a review request can be made after all the complaints are addressed by the website. Additionally, the status of evaluation of your website can be checked using Ad Experience Report API.

In case, your website is marked as failing the requirements then all ads will be blocked from your website and visitors coming to your site will see an Ads Blocked message in their Chrome browser.

The Filter Behind the Ad-blocker

This ad blocker developed by Google is based upon EasyList filter which is a filter that is used by most of the ad-blockers available today in the market.

Views Expressed by Rahul Roy-Chowdhury (Vice President, Chrome)

Rahul said that web is unique eco-system comprising on several entities and everyone has to work together for maintaining the right balance. Maintaining proper balance is necessary as otherwise disruptive ads can easily derail the whole system.

Technical Details Explained on Chromium Blog



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