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Google CEO Sandal Pichay

Google plans to block ads in Chrome's browser, a move that could have a big impact on media companies, but it has also proposed plans to reduce the impact, CNBC reported on June 2.

Instead of immediately launching an ad-blocking system in Chrome that leaves publishers at a state of ad-blocking, Google will give them six months to prepare and respond ahead of time, the Wall Street Journal reported. Publishers will be able to use a new tool from Google to let them know if their ads meet The Alliance for Better Ads' compliance standards.

Ultimately, however, Google's move could have a negative impact on smaller sites that rely most on low-quality advertising, which is far more common on sites that don't have much traffic than big publishers. The Good Ads Alliance's website clearly identifies desktop and mobile ads that it believes are unacceptable to the end-user experience.

These ads include pop-up ads, sound auto-play ads, and ads that appear before your Page loads. On the mobile side, the Good Ads Alliance will not be able to further expand the range of ads accepted by users, including full-screen scroll ads, animated ads, and so on.

Alphabet relies heavily on Google's advertising business, which earned $21.4 billion in the first quarter of 2017. Google's move could encourage Chrome users to turn off existing ad blocking systems so that higher-quality ads can be displayed. That would boost the ad click-through rate that is increasingly important to Google.

Google has not confirmed when the ad blocker will be available on Chrome, but it is expected to do so next year. A Google spokesman was not immediately available for comment.

(Source: Phoenix Technology)

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