Last week Google announced that in 2018 Chrome will have its own ad blocker. By the end of 2017, EMarketer expects for the use of ad blockers to increase by double-digits therefore this move should come at no surprise. As publishers, Google’s decision to block ads certain will likely affect you. To prepare your sites and inventory for this unprecedented yet expected move, here’s what you should know:

Making The Cut
Google teamed up with the Coalition for Better Ads to define ads deemed unacceptable for their new ad blocker. Some of the ad types which will be blocked by Google include: auto-play ads with sound, ads with countdowns, and certain pop-ups. To help publishers prepare for the new ad blocker, Google will reportedly offer a self-service tool to publishers called the “Ad Experience Report.”

Slow Load Times May Not Change
While certain ad types deemed “intrusive” will be blocked by Chrome’s new built-in ad blocker, this does not mean that user experience will improve. The ad blocker will still allow ads that slow downloads via multiple calls for scripts. This may be an ideal time for publishers to reduce the number of partners they work with, more tags typically equals slower load times.

A New Revenue Model for Publishers
In conjunction with the new ad blocker, Google will also roll out their “Funding Choices” program. Designed to help publishers monetize, the technology will allow publishers to show custom messages to users who use an ad-blocker. Users will have the choice to allow the ads (by disabling their pop-up blocker) or pay a fee for an ad-free internet experience in which Google will take a 10% cut with the remaining revenue going to the publisher.