Google is launching an update to their popular Chrome browser. If you’re among the majority of users who prefer this browser on your computer or phone, you may be interested to know this latest version of Chrome will have a built-in ad-blocker.

We all know that online ads can be annoying. Google is certainly in a precarious position, being on one-hand one of the world’s largest advertising networks, and on the other a trusted source and portal to the web for billions of users.

Chrome is currently being used as the default browser by 62% of the mobile browser market (global), and 59% of the desktop market. That’s a lot of users.

So, how can Google help keep users and advertisers happy? For now, they appear to be siding with users and offering a reduced ad experience.

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As a user
There has been a steady trend for online users to adopt ad-blocking technology. The rise of mobile devices has only exacerbated the issue, as the real estate for articles and ads is limited. Across devices, users have increasingly employed the use of ad-blockers.
This move will delight many users of the Chrome browser, many of which already use third-party ad-blockers.

As an advertiser
Understandably, advertisers on Google’s Display Network will want to know – how will this impact my efforts?
Not all ad types will be blocked by Google’s Chrome Ad-Blocker; these ad types, however, will be blocked on desktop devices.

desktop ads to be blocked

Image courtesy of Coalition for Better Ads.

Desktop ad types being targeted:

The same applies to the mobile ad set. Not every ad will be blocked, but those that fit into the following categories will.

Image courtesy of the Coalition for Better Ads.

Mobile ad types being targeted:

Google will reserve some permission for ‘good’ advertisers. Ads won’t be blocked wholly and completely. However, advertisers that employ overbearing ad experiences are now on notice.

For more on this story, including how to ensure your ads are less likely to be blocked by Google’s updated standards – join us on your favorite social site, and be sure to sign up for our newsletter.