On 15th February Google launched a new version of a chrome web browser one of the main features of the version was that it would have an inbuilt ad block feature, it would now automatically block ads on the various websites visited.

The purpose of this update is to improve the overall surfing experience of the user, as it is found that irrelevant ads is the single most annoying issue faced by user. For quite some time usage of various third party ad block application has become a trend particularly in Asia Pacific region.

There was a possibility that these third party apps would block ads of Google display network hence Google found it appropriate to launch its own ad blocker.

But from Google point of view it cannot simply ban all advertisement on the net as it is an open secret that advertisements are the main source of Google. So it needs to display sufficient advertisements without affecting the viewing experience of the user.

According to popular user reviews advertisements such as popup ads, sticky ads in desktop and popup ads with sounds in mobile received mostly negative reviews hence these advertisements are most likely to be affected.

Google claims that at most only 1% of their publishers would be affected by this ad block feature, Google will warn websites about their failing advertisements, thus providing an opportunity to improve their advertisements.

Google would provide 30 days deadline to websites to improve their website failing to which they would block their advertisements.

It is important for online marketers to know how this ad block feature would affect their marketing strategy. Google aims to bring a coalition between publishers to provide a customer friendly experience to the user.

Although publishers would be affected by this move, the strategy of Google to introduce ad block feature is a positive move to improve customer viewing experience of a website.