Google will introduce an ad blocker to Chrome early next year and is telling publishers to get ready.
The warning is meant to let websites assess their ads and strip any particularly disruptive ones from their pages. That’s because Chrome’s ad blocker won’t block all ads from the web. Instead, it’ll only block ads on pages that are determined to have too many annoying or intrusive advertisements, like videos that autoplay with sound or interstitials that take up the entire screen.
Sridhar Ramaswamy, the executive in charge of Google’s ads, writes in a blog post that even ads “owned or served by Google” will be blocked on pages that don’t meet Chrome’s guidelines.
“All content creators … can continue to have a sustainable way to fund their work.”
Instead of an ad “blocker,” Google is referring to the feature as an ad “filter,” according to The Wall Street Journal, since it will still allow ads to be displayed on pages that meet the right requirements. The blocker will work on both desktop and mobile.