New In-Built Ad Blocker Stops Disturbing Ads

Should you worry about your online marketing initiatives?

Maybe you've heard that Google Chrome has launched an integrated ad blocker in its browser. Adding this to the browser automatically prevents ads that are classified as 'irritating' or 'intrusive' from appearing - both on the mobile and desktop.

The intention, according to a blog post from Google last year, is to raise standards for the millions of ads displayed daily so that users get a significantly better experience when surfing the Internet. 

60-70% of all Internet sessions in January 2018 were made in Google Chrome or Safari (which also has an integrated ad blocker) and means that you can quickly miss several exposures if the blocks hit your ads. So, what does this new measure actually mean for those who work with online marketing and advertising? Should you worry about whether this affects your online initiatives? And what do you need to watch out for? This blog post takes a closer look.

Why block ads anyway?

Online ads are a valuable way for online advertisers to target relevant content at selected target groups. But it's no secret that the rising number of ads can often be frustrating for users, who feel that their experience across different online platforms is disturbed by irrelevant content and slow browsing.

That's why a number of international trade associations, experts and companies have formed a , the purpose of which is to improve consumers' experience of online advertising. The coalition has utilised consumer insights and cross-industrial expertise to develop and implement global standards for online advertising. And it is these standards that have made freeware web browsers like Google Chrome and Safari launch in-built ad blockers in their browsers.

”The launch of the Better Ads Experience Program is exciting news. We believe this is a critical step in achieving the mission of the Coalition – to improve the online ad experience for users. We will participate in the Better Ads Experience Program and Chrome filtering will comply with guidelines outlined by the Coalition.”

Google, 2018

That's why it's important that your advertisers are aware of the consequences of the new in-built ad blockers, because if your ads 'fall into the trap', you could lose both exposure and turnover.

Keep track of your own ads with Google Search Console. In the wake of the coalition's recommendations for Better Ads Experience from 15 February 2018, Chrome and Safari will remove all ads that don't meet the standards below. Especially ads that are based on pop-ups, autoplay videos with sound and ads that block the page's content as they load, in turn blocking the page. You can find a full list of the new standards here, and below you can see four examples of ads that are now in the risk zone of being blocked:


Google doesn't differentiate between whether ads are owned by the website itself or whether they are from a third party. That's why it's important to check whether your ads are at risk of being blocked.

If you manage your own website, you can check by typing in Report on ad experience in your Google Search Console. Ads that have a failing status for more than 30 days will automatically be blocked in Google Chrome. As well as checking the status for your website, you can also use the report for recommendations on how to solve any problems you might be encountering.

If you run your ads together with an agency, you need to ensure that the advertiser designs your ads based on the new standards, so that you get maximum exposure and won't miss out on valuable traffic to your website.

So what happens next

At Novicell, we recommend that you keep calm, because as several experts have claimed, most advertisers should already be well prepared for the new requirements. According to the The Guardian most advertisers have nothing to fear.

“[…] users are unlikely to see an instant cut in the number of ads while they browse unless they frequent particularly ad-clogged sites."

But even if your ads aren't in danger of being blocked in Google Chrome's new in-built ad blockers in the first instance, we still recommend that you ensure you create relevant banners that lead to conversions in your target group.  It's also important to incorporate banners as part of your total marketing mix, so that they don't stand alone. Content marketing, inbound and everything else needs to work with your banners as part of the overall channel strategy.