Google reportedly planning built-in ad-blocking feature for Chrome

Google reportedly planning built-in ad-blocking feature for Chrome

In a latest development, Wall Street Journal has been reporting that Google intends to introduce ad-blocking features in the browser!

The feature would filter out "unacceptable" ads defined by the Coalition for the Better Ads, an industry group that realised a list of ad standards in March. However, Google is still deciding whether its blocker will disable just the offending ads on a website or all advertising on sites with unacceptable ads.

As expected, Google declined to comment on the matter, but given Chrome's market share in the USA - which is nearing 50 percent - and given the fact that a significant portion of Google's revenue comes from online advertising, it'll be interesting to see how Google plans to implement its own ad-blocking feature into Chrome and the fate of third-party add-ons.

Uptake of online ad blocking tools has grown rapidly in recent years, with 26% of USA users now employing the software on their desktop devices, according to some estimates.

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In the industry, they call that a "win-win". Google already ostensibly bans many of these types of ads anyway.

With its built-in ad blocker, Google reportedly wants to block third-party ad-blockers from getting more popular. As a result, advertising on Google's search engine and some of the other ads it powers are allowed to pass through Adblock Plus's filters.

Google declined to state whether it was working on the tool described by the Journal. And Chrome is a widely-used browser, so Google's ad-blocker could be a big deal in the world of online advertising. Google relies heavily on advertising as a revenue source. Judging by the details this wouldn't necessarily be a full-blown ad blocker that nixes every ad on every website, rather it sounds like it's meant to provide users a small filter for the ads that might give them a bad experience.

The online analytics firm StatCounter claims that Chrome has gobbled up a little over 52 percent of the worldwide browser market share.

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