Report: Google’s Chrome ad blocker coming to both PC and mobile’ within 6 months’

In April, The Wall Street Journal reported that Google was going to introduce an ad blocker into Chrome. On Thursday, the publication corroborated the earlier report andA saidA Google has putA publishers on notice that the ad blocker is coming within six months to give them time to prepare.

Chrome’sA ad blocker will reportedly be turned on by default on both desktop and mobile web versions. The move appears to be a strong-arm tactic to improve the quality and performance of ads across the web.

According to the Journal’s report, Google will notify publishers of poor ad experiences on their sites and instructions on how to fix anyA issues 😛 TAGEND

To help publishers prepare, Google will provide a self-service tool called aAd Experience Reports, a which will alert them to offending ads on their sites and explain how to fix the questions. The tool will be provided before the Chrome ad blocker runs live, the people familiar with the plans tell . . . A Unacceptable ad kinds include those identified by the Coalition for Better Ads…

Think of it as an ad quality rating for publishers.

The report says that Chrome will block all advertisingA on sites that traverse some threshold of unacceptable ad. Prohibited ad kinds are those laid down by by theA Coalition for Better Ads, of which Google is a member. The following graphic reflectsA the Coalition’s list ofA unacceptable units for mobile devices.

Non-compliant publishers will see ads on their sites blocked and revenues adversely impacted. While this is clearly a self-interested move on Google’s part, it’s also a move that could improve the overall state of digital ad and lead to less consumer antagonism toward online ads. Ad blocking is a growingA problem, with varying levels of blocking going on around the world.

A recentA report from AdBlock Plus found that 40 percentage of PC owners in the US said they hadA employed an ad blocker in the past month. That compares withA 15 percentA for mobile users. This translates into billions of dollars in lost impressions and clicks. Google’s initiativeA could preempt the use of third-party ad-blocking software.

Assuming it comes to pass, theA move will undoubtedly upsetA some publishers and could even trigger litigation. Chrome is the world’s most widely used browser, with 48 percentage market share in North America and 54 A percent globally.

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