Though it will still be possible to block ads even if the proposed changes are incorporated into Chrome, developers would need to rewrite their Chrome extensions to do so.
So perk up, marketers! This proposed change could heavily increase your ad views.
Wait, How Do Ad Blockers Work?
According to HubSpot, “Ad blockers are applications (plugins or browser extensions) that remove or alter advertising content on a webpage.
While a webpage is loading, the ad blocker looks at the site's scripts and compares them against a list of sites and scripts it was built to block. If it finds any, it blocks them.”
Depending on the application, the ad may be replaced by different content or just simply not appear on the page, often causing broken links or holes where the ads would have been.
So What Does This Change Mean for Marketers?
Long story short, now, your ads will have a greater chance of being seen. Because developers will need to recode the ad blocker applications, users will most likely not have the scripts running in the background to remove ads on web pages, allowing for your ads to appear.
Even Microsoft will be using Chromium as the foundation for its browser Edge.
When Will this Take Effect
It’s not time to party quite yet.
A Google spokesperson clarified that this proposal is still in its infancy stage. "These changes are in the design process [and the company is] working with extension developers to make sure their extensions continue to work."