In 2017, digital advertising accounted for about 85 percent of Google's total revenue, or around $111 billion.
The most intrusive ad experiences include prestitial ads - full-page ads that block you from seeing the content on the page - and flashing animated ads. Over 40,000 people took part in surveys to determine the worst offenders.
In April, news of Google's planned ad blocker was met with apprehension from publishers, who anxious that the technology would torpedo their ad-supported websites and services.
But Google also knows that customer is king and if it wants to keep its huge lead in the browser wars, it is going to have to keep on keeping the customer satisfied.
The move, which Google first floated back in June, is ostensibly aimed at making online advertising more tolerable.
"The advertisers aren't really suffering".
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Overall the outlook is generally positive with McIlvenny adding that the ad-blocking filter "can only be seen as a good thing", while the impact on publishers, in the long run, will be minimal, according to PubGalaxy's chief commercial officer Matt Hammond. However, it won't block all ads; just those that are deemed intrusive.
The move leaves the tech giant, which makes most of its revenue from advertising, in control of the kind of ads users can see.
"And that's when publishers have to fire people", Ryan said.
Knapp says Google can afford to put a stop to pop-ups and sticky ads.
"Google subscribed to the standard of the coalition, as has PageFair".
But the question remains whether the purveyors of objectionable ads will develop technology to detect what browser is being used and serve different forms of ads according to the browser. "And some of them say all ads are not okay; some of them say certain types of ads are okay, but if you're a reasonably sized company you must pay us as well to get the ads through, so there is a commercial aspect". To be clear, that's not all adverts, rather just the ones that Google doesn't like. He compares it to creating a "drawbridge" between the publisher and the publisher's visitor.