According to Sridhar Ramaswamy at an at an event for publishers in Chicago Tuesday, the only things that are holding back the flood of ad blockers on mobile are technological limitations.

When asked about the impact of the ad-blocking capability coming to Chrome next year, Ramaswamy said, “We have to get a handle on the whole problem.”

Google is going to peg what is, and what isn’t a user-friendly ad against the standards laid out by the Coalition for Better Ads, an industry group founded by Google and others to address the rise of ad blockers.  With this update, ads that end up not passing the Better Ads Standards will be blocked automatically when viewed in Chrome.  Google is going to provide publishers with a report with screen shots of ads that Google’s system detects “are likely to annoy your users.”

“We spent a lot of time looking at various experiences,” Ramaswamy told the audience of publishers, which included representatives from The New York Times, NewsCorp, USA Today Network and WebMD. Google says just 5 percent of publishers the company surveyed expressed doubts about the coming change.

“Our hope is once this is in place, there’s no need for ad blocking on mobile,” Ramaswamy told reporters Tuesday. He bases that hope on the supposition that consumers use ad blockers primarily to avoid obnoxious ad experiences, including slow-loading ads. “That’s the race we need to have in this industry because mobile is the future.”

“It’s the ultimate fallback option,” said Ramaswamy.

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