Google is currently testing its ad blocker for Chrome

Google has taken the first steps to roll out a native ad blocker for Chrome on mobile and desktop devices. Though not officially scheduled for release until 2018, an “Ads” setting has popped up in Chrome Canary and Dev on Android.

Whilst it may seem odd that a company which heavily relies on digital advertising as part of its core revenue stream (Google Alphabet advertising revenue last week jumped 18% to $22.7 billion) would introduce an ad blocker for its own browser, Google previously confirmed that it would only focus on blocking intrusive ads.

That’s in line with the company’s work to promote better mobile experiences and boost mobile advertising standards as part of the Coalition for Better Ads. By prohibiting intrusive ads, Google and Co hope to persuade mobile and desktop device users to refrain from installing software that block all ads.

When the tool was first announced, Sridhar Ramaswamy, the company’s Senior VP of Ads and Commerce, wrote:

“It’s far too common that people encounter annoying, intrusive ads on the web – like the kind that blare music unexpectedly, or force you to wait 10 seconds before you can see the content on the page. These frustrating experiences can lead some people to block all ads – taking a big toll on the content creators, journalists, web developers and videographers who depend on ads to fund their content creation.”

The ad blocker will be automatically turned on, which should be good news for Chrome users. Hopefully the move spells an end to full-screen or intrusive ads on mobile devices.

If you’re a publishers, you can ensure that your adverts ar compliant by checking the Ad Experience Report.