The most important thing you can do to avoid Chrome’s native ad blocker when it arrives is just to make sure that your ads are not examples of the types of ads that Chrome will block. For example, Google has made it clear that it doesn’t like pop-ups, auto-playing ads, and ads that count down before their content is visible. Google and industry ad groups have identified these ads as the most bothersome to a majority of users, so if you create these types of ads, you’ll just have to modify your strategy so that they are not blocked.

The problem is that Google owns Chrome, and Chrome has a large market share, so it’s in Google’s self-interest to make the experience of using Chrome as seamless and hassle-free as possible. People already use ad blockers, and this is just going to be a on much larger scale. I think this is just another challenge to marketers and agencies to elevate their ad game with ads that are targeted, valuable and relevant to a user’s needs. Ultimately, this may just serve as a way to get rid of spammy ads that cheapen the whole notion of grabbing a user’s attention.