Google’s new Chrome ad blocker raises questions

Google is giving web advertisers until the end of the year to comply with the standards set by the Coalition for Better Ads, after which a new ad-blocker in Chrome will start blocking non-compliant ads.

This raises some interesting questions.

Google is the biggest provider of advertising services on the web. Will Google block ads from its own platform if they don’t meet the new standards? That scenario, while interesting to ponder, is unlikely to occur, since Google’s ad creation tools will presumably prevent it.

If Google’s ads are unlikely to be blocked, won’t this be viewed as anti-competitive behaviour by other advertisers? Google will point to the independent standards set up by the CBA, but will that be enough? Less-reputable advertising providers — those allowing the sorts of ads Google wants to block — stand to lose significant revenue. These days it doesn’t take much to trigger a lawsuit, and Google is a favourite target for litigation, because it has enormously deep pockets.

From the user perspective, Chrome’s new ad blocker will be purely beneficial. Opera already has a built-in ad blocker, and it’s likely that the other major browser makers are working on similar features. But there are weird times ahead for Google.

About jrivett

Jeff Rivett has worked with and written about computers since the early 1980s. His first computer was an Apple II+, built by his father and heavily customized. Jeff's writing appeared in Computist Magazine in the 1980s, and he created and sold a game utility (Ultimaker 2, reviewed in the December 1983 Washington Apple Pi Journal) to international markets during the same period. Proceeds from writing, software sales, and contract programming gigs paid his way through university, earning him a Bachelor of Science (Computer Science) degree at UWO. Jeff went on to work as a programmer, sysadmin, and manager in various industries. There's more on the About page, and on the Jeff Rivett Consulting site.

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