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Ad agency executives and publishers are starting to worry now that Google has announced its plan for an ad-blocking browser. According to a <a href="http://adage.com/article/digital/google-ad-blocker-frightens-publishers/309252/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=adage-new-google-ad-filter-frightens-some-publishers-and-ad-tech-players-12487" target="_blank" rel="nofollow" target="_blank">recent AdAge article</a>, Google is building an ad &ldquo;filter&rdquo; into Chrome that will stop pages from showing ad formats that the Coalition for Better Ads has decided are too intrusive.

&quot;Google is too powerful, which is why they can do this sort of thing and not have a great deal of pushback,&quot; said one agency executive. &quot;Google&#39;s blocker, or filter, will actually hurt the myriad of smaller publishers.&quot;

What Google wants is to&nbsp;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.

<a href="http://adage.com/article/digital/google-ad-blocker-frightens-publishers/309252/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=adage-new-google-ad-filter-frightens-some-publishers-and-ad-tech-players-12487" target="_blank" rel="nofollow" target="_blank">Click here</a> to read the full article.

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

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Google's power over online advertising scares ad executives and publishers.

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