Chrome’s integrated Ad-Blocker explained

You can hate Google or you can like them, but they are usually the first which introducing the new things which everyone else only copy. There were the first which introduced e.g. the sandbox mechanism and the first which released a phishing filter among several other web browser defaults. Now the next step is that the users finally getting an integrated ad-blocker.

chrome-block-ads-desktop-settings

Google Chrome already blocks eg malware, fraud, phishing, pop-up/under/-redirects, and other unwanted behavior through their Google Safe Browsing service. The Browser also checks every website you visit against a list of malicious websites that it periodically downloads from Safe Browsing.

EasyList and EasyPrivacy blocklists as ground

Google Chrome will periodically download a set of block rules in the background, which consist of two popular ad blocking lists: EasyList (advertisement) and EasyPrivacy (tracking). EasyList and EasyPrivacy is built-in to many popular ad blocking extension including uBlock Origin and AdBlock Plus, as well as in privacy oriented apps and web browsers.

Advance users can force an blocklist update manually via chrome://components which allows you to update the “Subresource Filter Rules” component.

What but Google Analytics & Co are integrated into EasyList

That’s correct, it seems that Google uses the entire EasyList which means their own services like Google Analytics getting blocked too. It’s unclear if Google will integrate some hardcoded exceptions later or not. I assume their might whitelistening some services but it’s only guessing at this point.

Integrated Notification System

As you can see you get a small notification which shows you the status of the page and if there popups and ads been blocked or not. The Desktop popup looks a little bit different from the Android Version (right screenshot).

Conclusion

Most people have a fear that Google might control the ad-industry even more which is maybe a point, their ‘Better ads’ program is at the end nothing but a push for their own services but on the other side a lot of ads these days getting infected with malware and this might can help. I see this change with both of my eyes, the one which liked that the normal user finally get at least something integrated and the other eyes sees that Google tries to push their own products/ads.

I will definitely keep an eye on this story and I hope they not trying to manipulate the EasyList or trying to bypass this somehow, this would be a bad idea and would only end up with more fear and doubts against Google. At this point I like to see it positive and hope other Browsers will also wake up and integrate something like an native ad-blocker, I’m especially always disappointing from Mozilla these guys always telling us there fighting for our security but the most changes always coming from Google and there as stated into the short introduction the first when it comes to new browser security features.

Hopefully one day we get a good balance and compromise between ads, Browser and the most important gap – the user which is behind the screen because ad-blocking is fine and cool but you shouldn’t forget that we need to pay our bills and over-blocking doesn’t help anyone at all because your favorite site might get closed or need to find other ways eg browser mining to survive, as always there some black sheeps which abusing such things and we the small bloggers and pages need to suffer.

At this point I’m thankfully that we get such integrated mechanism, because most people are not aware of their addon solutions or too lazy or have other reasons to not install an external ad-blocking solutions.

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3 thoughts on “Chrome’s integrated Ad-Blocker explained

  1. if google can really block intrusive ads, i will uninstall ublock origin. i would love to help sites by seeing their better ads.

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    1. I quickly checked the source code and there is no cosmetic filter option, which is not really a surprise because a normal user might never need/want such a function.

      Besides this, I could’t find much to complaint, I see it as a first step into a better web experience but again it should be clear that the real idea behind is more that Google controls the ads or to push their own services with their self-created rules. I’m not saying it’s a big problem because most pages anyway using Googles services because it’s free and secure but it might be a problem for open alternatives like Piwik (Matomo) which then getting a lower rank global rank. This would mean people would switch to Google to get a better rank/experience.

      At this point I can’t look into the future but it needs some time to understand how better ads are defined and how well they need to be placed to get a google created certificate, however I never had much against ads if there well placed and not annoying, the problem for me was moreover that a lot of third-party services were infected with malware and once you clicked on the ad you had a high chance to get infected by ransomware or other stuff, I think if that would be solved I see less arguments against helping websites, especially because bandwidth is not anymore an argument these days.

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  2. “because most people are not aware of their addon solutions or too lazy or have other reasons to not install an external ad-blocking solutions.”

    That brainless lot doesn’t deserve anything good.

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