Chrome browser 'to extend Google's ad influence'

by Staff, Campaign 02-Sep-08, 17:40

LONDON - Google could extend its influence over the shape of internet advertising through its new web browser, according to a leading UK search and digital marketing expert.

The web company is today set to launch its new brower, Chrome, in an attempt to undermine the rival Microsoft Explorer browser.

Arjo Ghosh, chief executive of iCrossing UK, today told Campaign that Chrome's launch would be a hugely significant move, which would allow Google to extend further into people's daily lives.

He said: "By creating a browser, Google increases its influence on our use of web software, search and advertising - and ultimately all digital media consumption.

"Features such as increased reliability, better security, and faster application speeds will develop at a breakneck pace."

He said by allowing the browser to be open source, the company would attack Microsoft at its proprietary software core and protect itself from regulatory scrutiny.

He said: "This is another step to replace cumbersome Microsoft software with free agile Google tools in the battle for our desktop."

Google has said Chrome will be available for download later today and will post a link to it from its official blog site.

The first images of Chrome have leaked via a Flickr user who has published screenshots of the application (click to enlarge):