As Google Chrome is set to shake up the ad viewing, consuming and blocking game, it's key to look at how changes will affect publishers, advertisers and consumers alike.

Consuming an ad is considered the norm, it is the price generally accepted in exchange for the free stream of websites and their uses at our disposal on the internet. Although there's a commonly used loophole - Ad blockers. Ad blockers have become prominent consumer reaction to the advertising exposure: Pagefair reports there has been 30% year-over-year growth in use of ad blockers worldwide.

As for publishers, they rely on ad revenue to fund their activities. Additionally - if you check the figures behind the facts, roughly 90% of Google parent company Alphabet Inc.'s revenue last year was from advertising. That leads to the question everyone is asking: Why is Google shooting itself in the foot like this?

The answer is simply, Google is not trying to make the internet ad-free. Alternatively, it is making it a place of less noise and annoyance. Google’s plan is to block the ads on only those web pages that feature either a high number of ads or intrusive ones.

The challenge then is to abandon the need for ad-blockers entirely - and for advertisers and publishers to show consumers things they actually want to see.