Changes to Online Ads and Web Browsing in 2018… What It Means for Your Small Biz

Starting in 2018, Google will be implementing an ad filter on its Chrome browser. That may have you wondering why would the biggest online advertiser in the world shoot itself in the foot by giving users the option of not seeing its ads? Wouldn’t that make a huge impact on Google’s revenue?

Of course Google wants to encourage businesses to continue buying their pay-per-click ads. What they ARE implementing is a feature for Chrome (the most popular web browser) that targets “unacceptable ads” as defined by the Coalition for Better Ads. The feature will be available on desktop and mobile versions of the Chrome browser. When the ad filter goes into effect, Chrome will include ad-blocking features that are turned on by default.

The coalition, which includes Google and Facebook as members, wants to help consumers enjoy a better online experience. Their standards address those frustrating ads like pop-ups, video ads that auto-play, ads with “countdowns”; virtually any type of annoying ad that interrupts content and causes slow browsing. Even Google Ads that don’t meet the requirements could be blocked.

There are also rumors that Google is considering blocking all ads on a site that doesn’t comply with the rules, rather than just blocking offending ads. The logic behind this is that it will prevent sites from mixing “acceptable” and “unacceptable” ads, hoping that the “unacceptable” ads will be seen by non-Chrome users, since they risk losing out on all revenue from all Chrome users.

Pros and Cons of the Google Chrome Ad Filter

This new ad filter is raising some controversy, but as with any change, there are pros and cons. Let’s start with the plusses.


  • Users get a better web experience, meaning they’ll likely return to your site. Right now, if they are frustrated by all the pop-ups and other annoying ads, they can either remove all ads by installing an ad blocker, or leave the site and never come back.
  • Publishers can still include ads on their websites, as long as they comply with specifications. This will allow them to continue to monetize using the acceptable ads.
  • This might be the incentive needed for advertisers and publishers to focus on quality experiences that target the best audience. Advertisers want to pay for ads that perform; intrusive ads and those that aren’t relevant don’t perform.
  • By Google controlling which ads are shown to users, it will create a less cluttered ad environment and block “bad ads.”
  • The long-term impact could be more consumer-centered branded content that addresses the customers’ interests and needs, rather than the advertised products.

There are some concerns with this new feature, for example:


  • It gives Google even more power than it already has. Remember that Google receives almost 89% of its revenue from paid ads. Hopefully, though, their level of integrity will come into play.
  • Publishers will have fewer options to monetize their sites. Since Chrome has the largest percentage of web browsing on desktop and mobile, publishers will be hard pressed not to comply.
  • Ad buyers will need to pay close attention to what ads are acceptable and what are not to avoid getting their site completely banned.

Impact of Google Chrome Ad Filter

Because Google has historically been a trusted source, we’re all hoping that the Google Chrome ad filter will be a good thing for the internet, cleaning it up and making it faster and an overall more pleasant user experience. However, you can’t ignore the appearance of Google “monopolizing” the ad market by blocking third party ads.

If you currently subscribe and pay for Google AdWords or other online advertising, you may be wondering how this will impact you. Google purportedly will be offering a tool that content publishers can use to screen their website ads to determine if they violate the ad restrictions.

Las Vegas SEO for Growth has the tools and resources to assist you in developing and executing a successful advertising and marketing strategy for your business. We can help you prepare for this change. Contact us today to learn how we can help improve your online presence!



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