Google Chrome will adblock from February 15, 2018
We relayed the project last June, the launch date is now confirmed: Google will indeed launch a native adblock for its Chrome browser on February 15.
The specialized site VentureBeat, which reveals the information, specifies that this date does not correspond to any of the updates scheduled on the Chrome calendar: Chrome 64 is scheduled for January 23, 2018, and Chrome 65, for March 6. For the site, this is a sign that Google would activate the ad blocker remotely, and certainly in phases.
Google joined this year Coalition for Better Ads, a consortium that brings together various industry players, manufacturers and online advertising specialists. The organization had already published a study on the most intrusive formats and a list of standards last March, on which Google used to define which ads will be banned. The association announced yesterday the deployment of Better Ads Experience Program, in order to provide recommendations to companies that use these standards and improve the user experience. The formats blocked by Google are full-page interstitials, pop-ups, autoplay videos with sound enabled, or ads with countdown.
Google will review and qualify the advertising experiences of the sites, as shown on this page for editors. If, according to Google’s criteria, the site is classified as “Warning” or “Failed” because it does not meet the standards, an email will notify the editors, who will then have 30 days to rectify the situation.
At first glance, Google’s decision to introduce an adblock may seem paradoxical insofar as the Mountain View firm is dependent on advertising revenue. In 2016, Google generated $ 63.8 billion in advertising revenue. According to consulting firm Nomura Instinet, that figure is expected to climb another 15% this year to reach $ 72.7 billion.
One of the goals of the “made in Google” adblock is to reduce the growth of online ad blocking tools developed by third party solutions. Among them, Adblock Plus, published by the German Eyeo, had entered into confidential agreements with sites placed on a “white list”, including Google, Microsoft and Amazon. In this way, Eyeo could take up to 30% of the advertising revenue generated by the unlocking. Faced with the sums requested by ad blockers, Google has therefore chosen to turn to the path of independence to guard against ads deemed too intrusive that degrade the user experience on Chrome.
It is also a strong sign given by the giants of the Tech on the future of online advertising, considered more and more intrusive. Thus, Apple had already released the heavy artillery by integrating the latest version of Safari a feature Intelligent Tracking Prevention intended to track the use of third-party cookies, already with spectacular impacts, such as the bamboo strike received on the stock market this week by Criteo.
Google Chrome has established itself as the leading browser in the world: according to StatCounter, the overall market share of Google’s browser was 55% in November 2017.