Google plans to add an adblocker to Chrome, its web browser. It is a response to the growth of the third-party solutions, such as AdBlock Plus. But risky strategy that could be paid.
Google plans to add an adblocker to Chrome according to the Wall Street Journal, its web browser, and possibly enable it by default for all users. This sound may be a suicidal decision for a company that does the majority of its revenue from advertising, but this seems to be rather a way to fight other ad blockers.
Why join an adblocker?
The binbuzz reports that Google does not like to pay, he often has to do with other blockers such as Adblock Plus, which require money some time to allow Google to add its formats on white lists. This allows Google to ensure that part of its formats are indeed broadcast.
Requirements and the sum requested by these ad blockers have probably become too heavy for the giant. It looks like Google’s decision to develop its OS, Android and Chrome OS, but also its browser, Chrome, not to be dependent on other platforms. The pattern is very similar to that of the market of the ad blockers: Google pays a significant amount of money to be the Web browser’s default search engine, but also bones, like iOS which equips the iPhone and the iPad. What prompted Google to develop its own alternatives, and to impose them on the market.
Why now? Beyond the financial requirements of actors like AdBlock Plus, Google seems to have reached a plateau. Indeed, Chrome widespread adoption by users means that the browser has about half of the market for Web browsers. In February 2017, Chrome displays 62,95% of page views on computer, is much more than on mobile (45.98%) and Tablet (22,26%). But with the explosion of smartphones, particularly Android, and the development of uses on mobile, Chrome adoption should still progress. In France the Google browser was leading the race at 50,38%.
Integrated an adblocker natively in Google Chrome and activate it by default is one of the few options for Google to stop the growth of the third-party options : users will not actively seek a way to block ads during their navigation on the Internet if the most boring ads are already blocked.
A strategy that has already proved its worth : with the Chrome browser, then with the Android system. Of course, this strategy offers many potential pitfalls. As the advertiser itself, if Google has stricter controls on ads, this will certainly draw criticism of the actors of the industry, and may also anti trust monitoring organizations.
According to the binbuzz, the function of advertising blocker would happen in the coming weeks on Chrome.