Google did not become the creator of the world’s most popular browser and a dominant advertising force by running its business in a manner that did not serve its own interests.
With the Chrome update, the company hopes to come out ahead by lessening the temptation of web users to install more comprehensive ad-blocking software. In other words, Google is betting that ridding the web of especially intrusive ads will render it more hospitable to advertising in general — and more profitable for advertisers and Google itself.
The new filter will be rolled out gradually to the browser’s hundreds of millions of users. Website operators had a few months before the launch to become compliant; going forward, those who violate the standards will be given 30 days to get in line. If they don’t, Google will demonstrate its leverage not by simply removing offending ads from a noncompliant site, but by disabling all of its ads. Revenue to the offending websites would presumably plummet as a result.
Utilizing Chrome’s popularity in this way is yet another example of Google’s singular position in the modern web. [Continue reading…]