Google will roll out its ad “filter” tool for Chrome this coming February.
The tool will block ads deemed to be most disruptive to the user experience as defined by the Better Ads Standards, an industry effort aimed at improving the quality of online ads.
Chrome’s dominant browser market share means its ad filtering tool will have a huge impact. Chrome accounted for 55% of the global browser market share as of November 2017, while its closest competitor, Safari, accounted for about 15%.
Publisher ad inventory could become more valuable if Chrome’s ad filter manages to reduce ad-blocking by users, which would lead to more impressions on sites’ ads. Adoption of ad blockers grew 30% globally in 2016, according to Page Fair, pointing to the need for publishers to address poor ad experiences.