Google said to be planning a built-in ad blocker for Chrome

Posted April 20, 2017

That could mean any ads that include video ads automatically rolling with sound on or the "prestitial ads" that pop-up with a countdown before you can access the page could be blocked by Google's new browser tool. By integrating their own ad blocker into their browser, they can work with sites to maintain the quality of ads deemed appropriate by the standardized guidelines, and edge out the competition (like AdBlock) that they pay in order to pass through AdBlock's filters.

Uptake of online ad blocking tools has grown rapidly in recent years, with 26% of U.S. users now employing the software on their desktop devices, according to some estimates. That might be changing according to the Wall Street Journal.

That could be huge when you consider the fact that ads earned Google $60 billion in revenues past year, and that Chrome accounts for almost half all browsers used in the US.

Unacceptable ad types would be those recently defined by the Coalition for Better Ads, an industry group that released a list of ad standards in March. If this functionality is worked in then it could force website to ensure they provide a better ad experience for site visitors. Google relies heavily on advertising as a revenue source.

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But the report claims that Google isn't interested in "blanket" blocks for all online ads. The Journal reported that the feature could block all ads on any sites that contain offending ads.

The first thought with this is that it very much seems like such a feature would cause Google to lose money, seeing how much of its business is based on ads thanks to Adsense.

If it goes ahead with its plans as rumored, Google would instantly become the world's largest ad-blocker, while at the same time remaining the world's largest provider of online ads, giving it an extraordinary amount of control over the global ad market, while potentially undermining existing services such as AdBlock Plus.

Many consumers state they use ad-blockers to get rid of annoying ads that ruin the Web surfing experience, but that they wouldn't be opposed to ads that don't interfere.