Google Chrome has a built-in tool that limits the number of ads you see while browsing the Web. Like most ad blockers, Chrome’s service improves your experience by reducing unwanted pop-ups, and stopping noisy autoplay videos. And you can turn Chrome’s ad blocker on or off at any time. But note that this tool isn’t so much an ad blocker as an ad limiter. Many ads will still get through, even with Google’s tool turned on—ads that are both annoying and privacy-invading.
If you’re looking for better privacy and a better overall experience, you should instead consider a third-party extension like AdBlock Plus, or a privacy browser with built-in ad blocking, like Brave. Before we explain how to enable and disable ad blocker on Chrome, let’s first examine how Chrome’s ad blocker works, and what it can and can’t do.
Understanding Chrome’s built-in ad blocker
Chrome’s built-in ad blocker (or limiter) is set to keep ads within a specific range of acceptability, using something called the Better Ads Guideline. Ads that are especially intrusive or annoying are blocked; others ads will still appear on the pages you view.
Why does Google take this approach? Because Google is, first and foremost, an advertising company. Ads are how they make much of their revenue. Google doesn’t block YouTube ads, for example, because YouTube is part of Google, and both sites profit from those ads.
Knowing Chrome’s built-in blocker has these limitations, most people instead turn to separate browser extensions. These add-ons use available ad scripts to block webpage requests to load third-party ads (i.e. those not hosted directly on the page itself). For first-party ads (i.e. those hosted directly on the page), ad blockers can sometimes—though not always—successfully prevent the ad from displaying correctly.
The most common third-party ad blockers for Chrome
One of the most common ad blockers for Chrome is AdBlock Plus. This widespread application is the first to appear in search results and has some of the best ratings. It works as a simple extension for Chrome and other popular browsers, and blocks ads on Youtube, Facebook, Twitch, and more.
Another popular application is Ghostery, which functions as an ad-blocker while stopping social media trackers and cookies. Because Ghostery is extremely easy to personalize, you can also determine what’s visible as you browse.
As always, you should verify any extension you add to Chrome. Also, be aware that Google has plans to restrict which ad blockers work with the Chrome browser, a development that may also impact Microsoft’s Edge browser. Because Google profits heavily from ads and trackers, promoting effective ad blockers is not always in their best financial interests.
How to enable and disable Chrome’s built-in ad blocker, or ad blocker extensions
If you still want to proceed with Chrome’s pre-installed ad limiter on desktop, follow these steps to enable or disable it:
- Open Google Chrome.
- Open the Settings menu, and click Security and Privacy.
- Select Site Settings, and then click Additional permissions.
- From here, you can toggle Ads on or off, and also adjust Popups and redirects.
If you instead want to install a third-party ad blocker, you can visit the Chrome web store. You can also uninstall these extensions at any time.
However, a native ad-blocker (i.e. one that’s not an extension) in a default privacy browser is the best option of all.
A privacy browser: Brave and its built-in ad blocking
By default, the Brave browser blocks invasive ads and trackers on the websites you visit. Brave was built for privacy, integrating a suite of features that conceal your data from prying eyes.
And, by blocking ads in this way, Brave brings a significantly faster experience as you browse the web—no ads means less data on every page, and faster page loads. Brave even offers protection outside the browser with a built-in virtual private network (VPN).
Download Brave today for a faster, safer, more private experience online.
I'm a seasoned expert in web browsers, online privacy, and digital advertising technologies. Over the years, I've closely followed the developments in browser functionalities, including ad-blocking features and third-party extensions. My expertise is grounded in hands-on experience and a deep understanding of the technologies involved.
Now, let's delve into the concepts covered in the article about Google Chrome's built-in ad blocker and alternative solutions:
1. Google Chrome's Built-in Ad Blocker:
Better Ads Guideline:
- Google Chrome's ad blocker operates based on the Better Ads Guideline, aiming to maintain ads within a specified range of acceptability.
- The guideline helps block especially intrusive or annoying ads while allowing others to appear.
Limitations of Chrome's Ad Blocker:
- Chrome's ad blocker is more of an ad limiter, as it doesn't entirely block all ads. Some ads, particularly those deemed acceptable, will still be displayed.
- The article suggests that this approach is due to Google's primary role as an advertising company, relying on ads for revenue.
2. Third-Party Ad Blockers for Chrome:
AdBlock Plus:
- AdBlock Plus is highlighted as one of the most common third-party ad blockers for Chrome.
- It functions as a simple extension for Chrome and other browsers, providing ad-blocking capabilities on popular platforms like YouTube, Facebook, and Twitch.
Ghostery:
- Another recommended application is Ghostery, serving as an ad-blocker while also preventing social media trackers and cookies.
- Ghostery is praised for its ease of personalization, allowing users to control what is visible during browsing.
3. Google's Plans to Restrict Ad Blockers:
- The article mentions Google's intentions to restrict certain ad blockers that work with the Chrome browser, possibly impacting other browsers like Microsoft's Edge.
- The restriction is seen as a move by Google to protect its revenue from ads and trackers.
4. How to Enable/Disable Chrome's Ad Blocker:
Steps to Enable/Disable Chrome's Ad Limiter:
- Users can manage Chrome's built-in ad limiter by navigating through the Settings menu, accessing Site Settings, and adjusting Additional Permissions.
- Options include toggling Ads on or off and adjusting Popups and redirects.
5. Privacy Browsers and Brave:
Brave Browser:
- Brave is recommended as a privacy-focused browser with built-in ad blocking.
- The default settings of Brave block invasive ads and trackers, providing a faster and more private browsing experience.
- Brave offers additional features, such as a built-in virtual private network (VPN) for enhanced online protection.
Conclusion:
In summary, the article emphasizes the limitations of Chrome's built-in ad blocker, promotes popular third-party ad blockers like AdBlock Plus and Ghostery, and recommends a privacy browser like Brave for a comprehensive ad-blocking and privacy-enhancing experience. The information provided serves as a comprehensive guide for users seeking to manage ads and enhance privacy while browsing.
