“We do think it’s the responsibility of the site owner to take ownership of that relationship.” “The publisher can decide which ad networks to do business with but ultimately for us, the users, by navigating to a specific site, they enter a relationship with that site,” he said. In Google’s view, publishers have to take responsibility for the ads they show and take control of their ad inventory. Schoen, however, argues that it’s the only practical solution. 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.
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