Alphabet Inc.'s Google is planning to launch an ad-blocking feature in Chrome that could be switched on by default and would block "certain online ads deemed to provide bad experiences for users." On the upside, Google has the potential to block inappropriate, egregious content that most people seek to block in the first place. However, ad-supported websites and services are worried this feature could "concentrate a lot of power in the hands of one organization that is not neutral and has vested interests in all sides of this."
Google, already a looming ad giant, has a good deal of power over publishers because they rely on Google's ads to drive traffic towards their sites and services. The way Google implements the new ad-blocking feature will affect these sites depending on what ads will or will not be filtered out, and if the service would only allow ads served or placed through Google's owned-and-operated services:
"One option includes blocking all advertising on a website if it includes even just one offending ad, which would ensure that website owners keep all forms of advertising up to standard. The other option is simply to block the offending ads in question, though it’s unclear whether Google will go forth with either strategy." Google's interest lies in ensuring web users don't turn to third-party ad-blocking tools; it appears to be taking additional steps to clean up advertising bad practices and keep users happy, even if it means throwing a healthy chunk of the lower-end ad market under the bus.
Erin Larson
https://www.wsj.com/articles/publishers-weigh-pros-and-cons-of-potential-google-ad-blocking-feature-1492721306
Although ad-blocking would allow customers to have a better internet browsing experience, doing so could potentially hurt companies and sites that use ads for their revenues. Ad-blocking would definitely reduce reach for the companies as well as reduce ad revenues from sites that host them.
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