February 8th, 2018 - Next week, a major update to Google Chrome will affect how nearly two-thirds of internet users experience advertising on the web. As part of a larger initiative aimed at providing users with less intrusive, higher quality web experiences dubbed the “Better Ads Experience Program,” Google will release a pre-installed ad-filtering feature within its browser.
Google has indicated this move is in direct response to stymie the rapid growth in adblocker usage worldwide. By compelling advertisers and publishers to support a better ad experience, the search giant is betting that a more positive (and regulated) ad environment will convince consumers to forgo the use of adblockers. While this release will ultimately force advertisers to create more relevant