2019-06-11

Google’s adoption of an ad filter in its Chrome browser may well have led to a deteriorating relationship between advertisers and publishers (“Give me a break”, February 17th). Chrome’s new filter is a step in the right direction, offering users protection from some of the worst adverts and encouraging better ad formats. However, traditional ad-blockers will remain necessary for consumers, as Google’s technology will filter only 16% of ads, and let through some formats, such as most interstitial and video ads, that are the prime drivers of ad-blockers.