Google prepares publishers for the release of Chrome ad-blocking

News that Google intends to install an ad-blocker in its Chrome browser shocked the tech and publishing world in April. Now, details of how the program will work are starting to become clear. The Google ad-blocker will block all advertising on sites that have a certain number of "unacceptable ads." That includes ads that have pop-ups, auto-playing video, and "prestitial" count-down ads that delay the display of content. Google, which refers to the ad-blocker as an ad "filter," is using a list of unacceptable ad types provided by the Coalition for Better Ads, an advertising industry trade group. Google has already discussed its plans with publishers, who will get at least six months to prepare for the change coming sometime in 2018. Publishers will get a tool called "Ad Experience Reports," which "will alert them to offending ads on their sites and explain how to fix the issues."