20 Dec 2017 12:20
Google surprised many of us earlier this year by announcing that it will be adding an ad blocker element to its Chrome browser. The search giant that has made its billions thanks to advertisements realized that it can't stop people from using ad blockers.
Obviously Chrome's native ad blocker is not going to work quite like the rest of them. It will block all the advertisements from a single page if it has even one obtrusive ad. So it basically tries to block ads from sites with obtrusive ads, not ads in general. There are no exceptions for Google's own ads.
Now Google has revealed that the new feature will enter the Chrome pipeline in just a couple of months. Previously it has been unclear in what update the ad blocker will be enabled, but now Google says that it will start the rollout in February.
Chrome version 64 will be released in late January and version 65 in early March, so the ad blocker will be deployed somewhere in the middle. The launch will be gradual, and Google probably wants to make sure it doesn't lose too much ad revenue due to the new feature before adding it worldwide.