First Month of Chrome Native Ad Blocker. Was It Worth the Hype?

The fight against AdBlock Plus was hard. Born in 2005 out of the Internet users rebel against the wave of intrusive ads, in 2017 the extension and the company behind it EYEO finally gave way and agreed to show certain ads.

But their celebration was cut short when Google decided to release its own Ad Blocker for Chrome browser.

Why they did it is the field for speculation and we see many articles on this topic circulating online.

Here, let us concentrate on three related key points that directly affect affiliates:

The impression is that Chrome browser is the dominant power and it can single handedly set direction for the industry to move in.

This may indicate stagnation of the browser. Who knows how long it’ll take it to gain another two percent.

Pop ups, pop unders and other advertisement types that users call ‘intrusive ads’, and affiliates call ‘a gold mine’ will still be a thing in the nearest future.

Now let’s see how things are going for those 43% of users who have Chrome with inbuilt ad blocker.

The article ended a sharpest analysis of Chrome’s native Ad Blocker to date.

In it, the current sphere leader approached the issue with elegance. They spoke well of Google, praised its courage for stepping ‘into the ad-blocking waters at all’.

At the same time, they pointed out that native Ad Blocker by Chrome would keep most annoying ads untouched.

Boring nuances, but here is what it means — Google Chrome, like CBA is ok with showing internet users:

As the result and according to Adblock Plus team research, Chrome native ad blocker filters around 16% of ads compared to 93% filtered by most corresponding third party tools.

Now, Adblock released the article before the official Chrome Ad Blocker launch. Their arguments were strong, but they might have been wrong about something.

As for this writing the filter is one month in. So we get to check whether their predictions were true and what consequences affiliates had to face after the release.

For nearly a month we’ve been living with the in-built Chrome Adblock. So did Internet users and affiliates feel the changes it brought along?

The short answer is ‘no, they didn’t’ and here is why:

Apparently, the Chrome inbuilt blocker is NOT relevant to Google search ranking. At least not so for now.

It’s relatively good news for affiliates as they’ll not need to make adjustments in campaigns they run.

2. Chrome native Ad Blocker does not favour ads pushed with Google Adwords.

Again — at least for now. Because the company’s reputation kind of speaks against it.

This is also good news for affiliates, unless they are heavy users of Adwords.

From what we see for the moment, Google’s decision to release a native Ad Blocker for Chrome is more of a marketing move than anything else.

Google sees the tendencies. The company is full of smart people who realize that web users hate ‘annoying’ advertisements and keep blocking them, taking out the relevant ones along the way.

Most likely, Google decided, so to say, to give people what they want. But on their own terms. If the users wanted Ad Blocker — they got the mildest version of it.

There is no reason to believe that CBA requirements and thus Google’s will get any more demanding towards advertisement in the future. Even if they do — there is enough room for a maneuver.

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