Google Reportedly Launching Chrome Ad Blocker

Google Reportedly Launching Chrome Ad Blocker

MOUNTAIN VIEW, Calif. — Google plans on introducing a new ad-blocking tool in its Chrome web browser next year that will filter out certain ad types deemed to provide bad experiences for users, according to a report in the Wall Street Journal.

The new setting is expected to be switched on by default within the desktop and mobile versions of Chrome, which dominates the browser market with about 60 percent share across both platforms.

The Wall Street Journal said that unacceptable ad types include those identified by the Coalition for Better Ads, an industry group made up of members from Google, Procter & Gamble, Unilever, GroupM, Facebook, Thomson Reuters, The Washington Post, the Interactive Advertising Bureau and the Association of National Advertisers.

The group’s initial list of unacceptable ad types include pop-ups, auto-playing video ads with sound and “prestitial” ads that count down before displaying content.

Google’s new feature, which is described as an advertising “filter” as opposed to a “blocker,” will block all ads on sites that have a certain level of unacceptable ads, the Wall Street Journal wrote.

Offering help in advance of the implementation of the new feature, Google has prepared a self-service tool called “Ad Experience Reports,” which will alert publishers to offending ads on their sites and explain how to fix the issues.

Google also is pitching publishers on a new tool it is calling “Funding Choices,” where it will give publishers the option to force a choice on users running their own ad blocking software — whitelist the site so its non-annoying ads can display or pay a small fee to access the content ad-free.

Related:  

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More News

AEBN Reveals Avery Lust as Top Trans Star for Q3 of 2025

AEBN has published its top trans stars list for the third quarter of 2025, with Avery Lust landing atop the leaderboard.

FSC: California's Device-Based AV Law Does Not Apply to Adult

The Free Speech Coalition (FSC) put out an advisory today explaining that California's new device-based age verification law does not apply to adult websites.

Reena Sky Launches New Paysite

Reena Sky has launched her new official paysite, ILoveReenaSky.com.

NextGen Payment Joins ASACP as Corporate Sponsor

NextGen Payment has signed on as the latest corporate sponsor for the Association of Sites Advocating Child Protection (ASACP).

Lauren Phillips, Derek Kage Cap AEBN's Top Stars for 3rd Quarter of 2025

AEBN has revealed its most popular performers in straight and gay theaters for the third quarter of 2025.

XBIZ 2026 Conference to Debut All-New Company Lounges, Community Track

The event website for XBIZ 2026 is now live, unveiling details for North America’s largest adult industry conference, including two all-new show features: Company Lounges and a Community Track.

Mymember.site Integrates VR Functionality

Mymember.site has added virtual reality playback capability to its website management platform.

Texas Patti to Launch Fetish Platform 'EmpireDom'

Performer and content creator Texas Patti is launching a new platform for doms and fetish creators, EmpireDom.com.

Ohio AG Threatens Action Against 'Major' Adult Sites Over AV Law

Ohio Attorney General Dave Yost announced today that his office is sending "notice of violation" letters to 19 adult websites for failure to comply with the state's recently enacted age verification law.

Chaturbate Announces 2025 Music Contest Winners

Chaturbate has revealed the winners of its 2025 music competition.

Show More