B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • AFL
  • Pinterest
  • AI
  • News Corp
  • NRL
  • Cairns Hatchlings
  • Married At First Sight
  • Channel 10
  • oOh!Media
  • Thinkerbell
  • WPP
  • Anthony Albanese
  • ARN
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Is Google Killing Ad Blockers?
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Technology > Is Google Killing Ad Blockers?
Technology

Is Google Killing Ad Blockers?

Staff Writers
Published on: 14th June 2019 at 11:02 AM
Staff Writers
Share
2 Min Read
Palo Alto, California, USA - January 02, 2018: Google parking street/pavement sign. Title of a Google on a parking spots for Google employees in Silicon Valley.
SHARE

With Google making a reported $168 billion in ad revenue in 2018, it would be no shock to see the search engine kill ad blockers.

Ad blockers can run as an extension on Google Chrome and remove or alter ads for users who are concerned about their privacy or want to protect themselves from pop-ups.

So when Google announced it was updating its policy on extensions in Chrome last year, some thought ad blockers would be on the chopping block.

The update will see a move away from the existing blocking version of the Web Request API (application programming interface) towards a new API, the Declarative Net Request.

But Google has now responded.

“There’s been a lot of confusion and misconception around both the motivations and implications of this change, including speculation that these changes were designed to prevent or weaken ad blockers,” said Google developer advocate for Chrome extensions Simeon Vincent.

“This is absolutely not the goal.

“In fact, this change is meant to give developers a way to create safer and more performant ad blockers.”

The concern with the Web Request API, according to Google, is that any extension can access all of your Chrome traffic data, even if it is not a malicious extension.

The Declarative Net Request API will force extensions to declare the requests it needs ahead of time and what action is required.

If you can’t beat them join them

Google has a complex relationship with ad blockers.

On the surface, one would think Google would simply reject ad blockers.

But over the years it has come to accept the software, launching its own version early last year.

Google’s ad blocking software only targets ads that do not conform to ‘Better Ads Standards’.

The software evaluates how well web pages comply with its standards for ads and warns sites if they are in breach.

If there is no action taken within 30 days of the notification, Chrome’s ad blocker will come into effect.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: ads, Chrome, Google
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Polestar Hands The Keys To Manifest As Agency Of Record
22/05/2025
UM Taps M+C Saatchi Group’s Lisa McMillan To Lead Federal Government Account
22/05/2025
StackAdapt Expands Partnership With Samba TV To Power Smarter CTV & Digital Advertising In Australia
22/05/2025
Meta Condemned As Ad For Wedding Suits Appears On Child Exploitation Video
22/05/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?