Skip to main content

Google begins testing built-in ad blocker in Chrome developer builds

nfc smart unlock
Image used with permission by copyright holder
We’ve known for some time that Google is planning an ad blocker, to be released in all versions of its Chrome browser. While it’s not expected to launch until 2018, we’re getting our first look at it early thanks to the latest developer build of Chrome on Android, via the Canary app.

The ad blocker was discovered by German-language Caschys Blog. In Canary, it takes the form of a toggle in preferences, though it’s switched off by default. Not all Canary users have received the setting at this time, so it appears to be a server-side update.

Part of the reason Google is waiting until the new year to launch its ad blocker is to give web developers some time to prepare. Chrome’s native solution won’t block all ads indiscriminately — only those ads that don’t comply with Google’s new guidelines that denote “intrusive” ads. That includes pop-ups (which Chrome already blocks), autoplay videos, and timed ads that lock away content behind a countdown.

The guidelines were developed in partnership with the Coalition for Better Ads, which includes other big names such as Facebook, News Corp., and Thomson Reuters.

Google’s primary source of revenue is ads, so it may seem counterproductive for the company to build a blocker into the world’s most widely used desktop and mobile browser. The thought process is that if Google can do away with the kinds of ads users really can’t stand, they won’t have as much motivation to install a third-party blocker, and can simply rely on Chrome’s.

If you do opt to continue to use a third-party blocker, however, Google is developing a new tool for sites that asks users to disable them, or pay a fee for ad-free access.

In recent months, developers of other major mobile web browsers, like Apple and Samsung, have embraced support for ad blocker plugins, while Google has prepared its own built-in solution. The ability to download and run Samsung’s Internet app was opened up to non-Samsung devices around the same time, making it a popular choice for mobile Chrome users frustrated with the browser’s lack of compatibility with third-party blockers.

Editors' Recommendations

Adam Ismail
Former Digital Trends Contributor
Adam’s obsession with tech began at a young age, with a Sega Dreamcast – and he’s been hooked ever since. Previously…
Google Chrome gets one of Microsoft Edge’s best features
Google Chrome has been updated with a new sidebar feature.

Google Chrome has announced new updates for its browser to make searching more effective without having to open a new tab or return to a previous page after inputting a new search.

The Chrome sidebar feature comes just months after Microsoft introduced a similar feature to its own browser, Edge.

Read more
Why Google Chrome Incognito Mode isn’t what it claims to be
Google Chrome icon in mac dock.

A seemingly obscure little class-action lawsuit filed in 2021 has exploded into the mainstream news lately, alleging that Google continues to track users when they’re using incognito mode on Chrome.

Of course, any savvy web user knows there’s no such thing as complete privacy on the internet, at least not without running Tor through a VPN tunnel while wearing a Guy Fawkes mask. But it seems what we expect of Google Chrome’s incognito mode and what Google actually does are two different things.

Read more
Google Chrome is getting the Android tablet update you’ve been waiting for
Google Chrome app on s8 screen.

Google today announced the release of its redesign for the Chrome app on Android tablets. After long being neglected on the big screen, especially in comparison to Apple's or Samsung's browsers, Google says it'll be rebuilding the browser to help you get work done faster with a tablet or other large-screened device.

These updates can be broken down into design and functionality improvements, and we'll be kicking things off with the redesign. The first change adds a new side-by-side design when using Chrome paired with another app. This comes with an auto-scroll back feature so you can swipe between tabs, hiding the close buttons when your tabs are too small to prevent mis-taps — plus the inclusion of a restore feature.

Read more