---
title: "AdAge: New Google Ad Filter Frightens Some Publishers and Ad Tech Players"
url: https://burnaze.com/article/dfd862e2-64ec-4a60-9472-e0f6651cd937
source: "1851 Franchise"
original_url: https://1851franchise.com/adage-new-google-ad-filter-frightens-some-publishers-and-ad-tech-players-12487
category: "Technology"
topics: ["Technology"]
published: 2017-06-06T14:09:04.000Z
modified: 2026-11-01T03:12:30.489Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/2288612fb714e4932b62e8e9c8b5e74f1431.jpg
---

# AdAge: New Google Ad Filter Frightens Some Publishers and Ad Tech Players

**TL;DR:** Google is developing an ad-blocking browser filter to reduce intrusive ads, which may impact smaller publishers. The filter will stop pages from showing ad formats that the Coalition for Better Ads has decided are too intrusive.

*originally published in 1851 Franchise on 2017-06-06. [Read the original](https://1851franchise.com/adage-new-google-ad-filter-frightens-some-publishers-and-ad-tech-players-12487).*

## Story

Ad agency executives and publishers are starting to worry now that Google has announced its plan for an ad-blocking browser. According to a recent AdAge article , Google is building an ad “filter” into Chrome that will stop pages from showing ad formats that the Coalition for Better Ads has decided are too intrusive.

"Google is too powerful, which is why they can do this sort of thing and not have a great deal of pushback," said one agency executive. "Google's blocker, or filter, will actually hurt the myriad of smaller publishers."

What Google wants is to cut down on annoying ad formats that take over your screen and pop up while viewing a site. Though many marketers rely on these highly visible ads and often websites can pay for their content by including these types of ads on their sites.

## Entities

- 1851 Franchise (publication)
- General (sector)
- Google (company)
- ad blocking (topic)
- browser filter (topic)
- intrusive ads (topic)

---
Originally reported by 1851 Franchise (https://1851franchise.com/adage-new-google-ad-filter-frightens-some-publishers-and-ad-tech-players-12487). Summarized by Burnaze (https://burnaze.com/article/dfd862e2-64ec-4a60-9472-e0f6651cd937).