#GOOGLE CHROME AD BLOCKER REVIEW PLUS#

Indeed, this decision to block all ads may seem rather harsh. This one does, and Google’s approach of blocking all ads on a site will surely sting. While ad blockers are often among the most popular extensions, they don’t come pre-installed, after all. Of course, that means the majority of sites that Google warned about this issue did not take any action yet, but Schoen expects that many will do so once they see the impact of this. As Google’s product manager for the Chrome Web Platform Ryan Schoen told me, 42 percent of publishers that were in violation have already moved to other ads. So if a user from India visits a site in Germany where ads are being blocked, that user won’t see ads even if the filtering isn’t live for Indian sites. Instead, it’s looking at where the majority of a site’s visitors come from.

Google, however, is not classifying sites by where the individual Chrome user is coming from. Because of this, those are also the regions where the ad filtering will go live first. It’s worth noting that the recommendations of the Coalition for Better Ads focus on North America and Western Europe. Google admits that there is some memory overhead here to hold the blocking list in memory, but even on mobile, that’s a negligible amount. Some early ad blockers also had some issues with excessive memory usage that sometimes slowed down the browser. That’s not the focus here, though, and Google says it’s at best a secondary effect. If a site is in violation, ads from AdSense and DoubleClick will also be blocked.Ĭhances are that you’ll see a bit of a performance boost on sites where ads are being blocked. It’s worth noting that while Google made some modifications to those rules, it doesn’t exempt its own ad networks from this exercise. Under the hood, Google is using the same patterns as the public and community-curated EasyList filter rules. If you end up on a site where Chrome is blocking ads, you’ll see a small pop-up in Chrome (yeah - Chrome will pop up a notification to alert you when it blocked a pop-up…) that gives you the option to sidestep the ad blocker and allow ads on that site. Here are the kinds of ads that will trigger the new ad blocker in Chrome: When Google decides that a site hosts ads that go against these guidelines, it’ll block all ads on a given site - not just those annoying prestitials with a countdown or autoplaying video ads with sound. So it won’t block all ads - just those that don’t conform to the Coalition for Better Ads guidelines. Instead, it’s Google’s effort to ban the most annoying ads from your browser.

#GOOGLE CHROME AD BLOCKER REVIEW PLUS#

The most important thing to know is that this is not an alternative to AdBlock Plus or uBlock Origin. It’s the first time Google will automatically block some ads in Chrome, but while quite a few online publishers are fretting about this move, as a regular user, you may not even notice it. Chrome’s built-in ad blocker will go live tomorrow.

Google chrome ad blocker review