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Google to Give Websites a 6-Month Warning to Prepare for Adblocking

By HTMLGoodies Staff

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Confirming earlier reports, The Wall Street Journal is reporting that Google has told website publishers it plans to add an adblocker to the Chrome browser next year. However, Google has promised to give website owners at least six months to prepare for the new technology, which will be enabled by default.

However, the new feature won't block all ads — just those that Google believes provide a bad experience for users. In fact, Google prefers to describe the tool as a "filter" rather than a "blocker." The search giant will offer a tool called an Ad Experience Report that will let website owners know if ads on their sites meet the criteria for blocking.

According to the Interactive Advertising Bureau, 26 percent of desktop Internet users in the U.S. have an adblocker installed.

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