Google Chrome to Feature Built-In Adblocker in Future Update



One of the most annoying things about surfing the web are without any doubt the ads. Most of them are way too intrusive and they cover up the entire screen. Well, it looks like Google knows that too well since its upcoming Chrome update will include a built-in adblocker. The update is expected to arrive somewhere around October and until then, the built-in adblocker can only be found on “Canary”. Worth mentioning is that “Canary” is the name Google likes to give to beta versions of Chrome.

The Coalition for Better Ads

The first time news broke out about this upcoming Chrome feature was back in April when Google joined the Coalition for Better Ads. This coalition has been formed with one purpose in mind, and that’s to protect US and European citizens from annoying ads. Regarding this, Rhaul Roy-Chowhury who is a product management executive at Google stated the following: “We plan to have Chrome stop showing ads (including those owned or served by Google) on websites that are not compliant with the Better Ads Standards starting in early 2017”.

Better Ads Standards

In order to make sure that Google doesn’t stop any unnecessary ads, it decided to create a poll in which people could vote on what are the most annoying ads. The poll’s results showed that large sticky ads and the ones that are accompanied by a countdown clock which prevents content from showing up are the ads which annoy people the most.


While this might sound great and all, it gets quite controversial since it means that Google will probably have to stop its own ads. These implications might cause Google to lose some of its clients thus drop revenue, but it looks like Google doesn’t really care about that. This proves that Google is actually a company that puts a higher price on user experience than on profits.

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